SOCIALMEDIA

BY SAMANTHA ENGLISH

blitzblitz

FREEWORKBOOK

GETTINGSTARTED

Welcome to The Social Media Blitz!

We are so glad to have you joining us.

Over the last few years, we have worked with thousands of

small business owners – just like you – through our training programs.

The one thing that stands out most, is that people who start off strong are

far more likely to succeed in the training, and in the long-term with their

business.

I SO want you to be successful, and I want to arm you with every possible

tool you could possibly need to grow your business exponentially with

this program.

This workbook is designed to help you remember important information

and stay on track as you work through each module.

While you have immediate access to all of the training material, we

recommend that you master each segment of the training before moving

on to the next.

Use the schedule below to focus your efforts and work through the

training more efficiently:

Week 1: Modules 1-5

Week 2: Module 6

Week 3: Module 7

Week 4: Module 8

Week 5: Module 9

Week 6: Bonus Modules

Again, we are SO excited to have you joining us and can’t wait to hear

about how much your business grows in the next few weeks!

To your success,

Sam

Module 1: Welcome and Introduction

Module 2: Defining Your Customers

Module 3: Building Your Content

COURSE OUTLINE

Lesson 1: Creating Compelling Content

Module 4: Streamlining Your Efforts

Module 5: Building Your Tribe

Module 6: Mastering Facebook

Module 7: Mastering Pinterest

Lesson 1: Scheduling

Lesson 2: How to Use Hootsuite

Lesson 3: How to Use Facebook’s Native Scheduler

Lesson 1: Why Should I Collect Email Addresses?

Lesson 2: How to Use LeadPages

Lesson 3: How to Use MailChimp

Lesson 4: How to Use Constant Contact

Lesson 5: How to Use GetResponse

Lesson 6: How to Use Privy Pop-Ups

Lesson 1: Optimizing Your Business Page

Lesson 2: Understanding Facebook’s Algorithms

Lesson 3: Building Engaging Content

Lesson 4: Facebook Tabs

Lesson 5: Facebook Ads

Lesson 6: Understanding Insights

Lesson 1: Optimizing Your Profile

Lesson 2: Understanding the Pinterest SmartFeed

Lesson 3: Building Engaging Content

Module 8: Mastering Instagram

Module 9: Mastering Twitter

Bonus Tutorials!

Bonus 1: Simplifying SEO with Marion Ledbetter, MarionLedbetter.com

Bonus 2: Copy that Converts with Nico Moreno, Convertt.org

Bonus 3: Mastering Google Adwords with Roy Stock, Webzing.com

Lesson 4: The Power of Group Boards

Lesson 5: Streamlining Your Pinterest Efforts

Lesson 6: Promoted Pins

Lesson 7: Understanding Analytics

Lesson 1: Optimizing Your Profile

Lesson 2: Understanding Instagram’s Algorithms

Lesson 3: Building Engaging Content

Lesson 4: Finding Your Ideal Customers

Lesson 5: Growing Your Following

Lesson 6: Instagram Ads

Lesson 1: Optimizing Your Profile

Lesson 2: Understanding Twitter’s Algorithms

Lesson 3: Building Engaging Content

Lesson 4: Growing Your Following

Lesson 5: Twitter Ads

MEASURE YOUR SUCCESS

Number of Followers

Engagement

Website Traffic

Foot Traffic OR Number of Transactions

Sales

(Compare your 2016 sales as you progress through this training, to yoursales for the same time period in 2015.)

Compare your 2016 transactions as you progress through this training toyour sales for the same time period in 2015.)

DEFININGYOUR

AUDIENCE

MODULE 2

CUSTOMER PROFILE

Now is the time to gain clarity on exactly who you want to work with in

your small business. Avoid the “I’ll take anyone willing to pay me” mindset.

You will be happier and more fulfilled if you are working with clients you

enjoy. And your clients will achieve better results if they are truly a good

fit for the product or service your offer.

Before we break down the demographics and interests of your ideal

client, take a few moments to create a detailed description of your ideal

client. If you could create the ideal client, how would he or she look, act,

think? Be very detailed in your description.

Physical Appearance:

Personality Type:

Likes:

Dislikes:

Hobbies:

Where do they hang out?

What do they read, both online and offline?

When they are online, what are they doing? (social media, research, etc.)

What is most important?

How do they spend their discretionary income?

What are some common phrases they use to describe their frustrations?

What are some common phrases they use when they are in a good place

(meaning happy, excited, fulfilled)?

What does the client’s perfect day look like?

What does the client’s typical day look like?

Additional description of your ideal client:

UNDERSTANDING CUSTOMER DEMOGRAPHICS

It’s critical that you understand your ideal customer so you can reach them

effectively. Answer the questions below to help you laser target your ideal

customers with each social media platform. Completing the questionnaire below

will help bring clarity so you’ll be prepared when we start optimizing your social

media profiles and targeting your ideal customers.

Geographic location:

Gender: Male Female

Age:

Relationship Status: Married Single Divorced

In a Relationship Engaged Widowed

Family Make-up: Kids No Kids

Occupation:

Income:

Highest Level of Education:

Language:

Hobbies:

Favorite publications (magazines, newspapers, etc.):

Favorite television show(s) and movie(s):

Favorite website(s):

Favorite way to shop: Online Offline Both

Favorite mentor or industry expert:

Favorite people:

Favorite companies:

Favorite groups and organizations:

Top 3 Pain Points:

SAMPLE SURVEY QUESTIONS

1. Which social media platform do you use most?

2. How did you hear about our business for the first time?

3. How do you prefer to learn about our upcoming promotions, new

products, etc.?

4. What types of information could we provide that would be most

helpful to you?

5. What do you like most about our business?

6. What changes do you think would most improve our business?

7. Other feedback we can use to better serve you?

a. Facebook

b. Pinterest

c. Instagram

d. Twitter

a. Facebook

b. Pinterest

c. Instagram

d. Twitter

e. Store front

f. Newspaper

g. Commercial

h. Website

a. Social Media

b. Email

c. Text Message

a. Upcoming sales

b. Upcoming events

c. Product info

d. New products

e. Health and beauty tips

f. Style tips

g. Inspiration and motivation

BUILDINGCOMPELLING

CONTENT

MODULE 3

SOCIAL MEDIA GRAPHIC SIZES

STREAMLININGYOUR

EFFORTS

MODULE 4

TYPICAL BEST TIMES FOR POSTING

Facebook

Weekends

Wednesdays

Thursdays and Fridays

Noon – 1 pm

3-4 pm

1-4 pm

Pinterest

Daily

Fridays

Saturdays

2-4 am

7-11 pm

5 pm

8-11 pm

Instagram

Anytime Monday – Thursday

EXCEPT 3-4 pm

Twitter

Monday - Friday

Wednesdays

Noon – 3 pm

5-6 pm

BUILDINGYOURTRIBE

MODULE 5

LEADPAGES GUIDE

Getting Started

1. Navigate to LeadPages.

Thank You Page Set-up

1. After logging in to your LeadPages account, click Templates in the top

navigation.

2. At the top, click Standard (for standard templates).

3. Under the search bar, in the Filter By field, select Thank You Pages

(This sounds counter-intuitive, but it’s important to create your Thank

You page first.)

4. Select the Thank You page you would like to use.

5. Customize the copy for your Thank You page.

6. Click Save (green button in the top right corner) and enter the desired

file name.

7. . Click Publish and copy the link to your new email collector form. Paste

that URL into the Facebook Ad Template document from Module 1,

Lesson 2, so you can use it when you set-up your email collector form.

8. Click the X to exit.

2. Click Get Leadpages in the upper right corner of the page.

3. Select your plan and click Get Started. (The Standard Plan is adequate

for most small businesses).

4. Click the checkbox beside, “I have read and agree with the Terms of

Service.”

5. Enter your contact and payment information and select Create

Account.

6. Click the My Account drop down in the upper right corner.

7. Select Integrations.

8. Select the email marketing system you currently use to send emails to

your customers. This will allow you to add any emails you collect from

your LeadPages landing pages to your existing email lists.

9. I selected to turn-off my double-opt in. This prevents the systems from

forcing my clients to confirm their email address via email before they are

subscribed to my list. Many leads slip through the cracks because of

double-opt ins, but it’s up to you if you’d like the added assurance of

having subscribers confirm their email address.

Email Collector Set-up

1. Before you build your Email Collector page, be sure to set up a new

email list with your email service provider (MailChimp, Constant Contact,

etc.). This list should be separate from your other email lists, because

these subscribers will receive automated emails and offers that we’ll set-

up in the next Module.

2. Navigate to LeadPages and click the Templates tab.

3. At the top, click Standard (for standard templates).

4. Under the search bar, in the Filter By field select opt-in.

5. Select the template you would like to use for your email collector form.

6. Start from the top and begin customizing.

7. Click on the call to action button to set-up the actual email capture box.

a. Customize the text, headline and Submit button.

b. In the panel on the left side of the screen, click Integration Settings.

i. Select your email provider.

1. Select the list to which the contacts should be added.

ii. Select your Webinar provider.

1. Select the webinar to which the contacts should be added.

Email Address. The more information you ask for, the fewer people will

sign up. You want to make the sign-up process fast and easy so people

don’t get put-out and leave the page without signing up.

c. Scroll down to the Form Fields section and select First Name and

d. In the left side panel, click Thank You Page to copy and paste the

URL for the thank you page we created when we started.

e. Click “Okay.”

8. Click Save and give the page a name you will recognize.

9. Click Publish and copy the URL for your email collector form. Paste that

URL into the Facebook Ad Template document from Module 1, Lesson 2,

so you can use it when you link it to your Facebook Ad in Module 4,

Lesson 6. (You will paste this URL in the Destination Website URL field

for each of your Ads in Power Editor.

WEEK 1 ACTION STEPS:

1. Complete Modules 1-5, and the associated Workbook pages.

2. Create a free Canva account and make one social media post image.

3. Create a Hootsuite or Edgar account to schedule your social media

posts.

4. Create an email collector form so you can establish consistent

communication with the growing tribe of customers, excited to buy from

you.

MASTERINGFACEBOOK

MODULE 6

POWER EDITOR GUIDE

Getting Started

1. Navigate to Power Editor:

https://www.facebook.com/ads/manage/powereditor/

a. Please Note: You must use the Google Chrome browser in

order to use Power Editor.

2. If you have never used Power Editor, you may be prompted to

Download your Ad Accounts to Power Editor. Be sure to Download your

Ad Accounts in order to move forward with the training.

Campaign Level

1. Click the “Campaigns” icon in the left sidebar.

2. Click the “+ Create Campaign” button to add a new Campaign.

3. Select “Create New” and name your campaign.

4. Choose your Buying Type (I recommend “Auction”).

5. Choose your Objective.

a. If you plan to use LeadPages for your webinar registration form, you

will select Website Conversions as your Objective. (LeadPages allows

you to add a conversion tracking pixel so you can track

conversions/sign-ups.)

b. If you are using another email collector or pop-up, select Increase

Click to Website as your Objective.

Ad Set Level

Note: For optimal results, be sure to test 2-4 different Ad Sets to identify the

audiences that perform best for your offer.

1. After you have completed your Campaign set-up, Power Editor will move

you to the Ad Set level.

2. In the Edit Ad Set frame, select your Conversion Tracking Pixel. (If this is

your first time working through the training, we will create your pixel in

Module 5 and come back to your Ad Sets and complete the Conversion

Tracking Pixel field.)

3. Set your Daily Budget (I recommend no more than $10 when you’re

starting a new Ad Set).

4. Set dates & times for when you want your campaign to start and end.

5. Set your Audience.

a. Choose the countries, states/provinces, cities, zip codes you want to target.

b. Choose the age range you want to target.

c. Choose the gender you want to target.

d. Consider the “More Demographics” drop down if applicable to your

targeting.

i. OR choose the Interest you’d like to target based on the Fan

pages/people your target audience likes or has shown interest in.

ii. OR choose the Behavior you’d like to target.

iii. OR choose the Connections you want to target (Fans of your

Facebook page or friends of Fans).

iv. OR choose the Lookalike Audience you want to target.

6. Determine your Placement.a. I recommend Desktop News Feed and Mobile News Feed.

7. Determine Optimization & Pricing.

a. Optimize for Ad Delivery: Choose the same option you selected for

your Campaign Objective (Conversions).

b. Bid Amount: I recommend selecting the first option: Automatic.

i. If you are advertising during a holiday or peak advertising season,

select the second option and enter the maximum amount you would like

to spend per click or conversion.

c. When You Get Charged: This selection will be based on the Ad

Delivery option you selected above.

Ad Level

1. After you have completed your Campaign set-up, Power Editor will

move you to the Ad Set level.

2. Name your Ad.

3. In the Edit Ad frame, choose your Facebook page.

4. Select which type of Ad image you would like to upload.

a. Single Ad Image: 1200x628 pixels

b. Multi Ad Images (up to 5): 600x600 pixels

5. Complete the following fields:

a. Website URL = URL of your landing page/email collector form (If this is

your first time working through this training, we will enter your Website

URL in Module 5, Lesson 3.)

b. Display Link = if you have a long landing page URL, considering simply

showing a shorter version.

c. Text = the ad copy that is seen above your ad image

d. Link Description = additional text that’s seen below your ad image

e. Headline = largest font sized text in your ad. Seen just below your ad

image.

f. Select your ad image, either one you’ve already uploaded into the image

library or upload a new one.

g. Choose a Call To Action button.

h. If you have already created a Conversion Tracking Pixel, choose the one

you want to use for your ad. If you want to track conversions and haven’t

already created the pixel, click the blue “Create Pixel” button.

i. Please Note: You can select more than one Conversion Tracking

Pixel. I recommend that you select at least two pixels: one for

registrations and one for checkouts. This allows you to see which

audiences are signing up for your offer and which audiences are

resulting in the most sales.

Upload Your Ads to Facebook

1. When you have finished creating your Campaign, Ad Sets and Ads click the

Green Upload Changes button at the top of Power Editor to submit your ads

to Facebook for approval.

a. If you do not have the Upload Changes button, click the green Review

Changes button on the right side of your screen to upload your ads to

Facebook for approval.

2. This will send your Campaigns to Facebook for approval (this process can

take a few hours).

3. After you have uploaded your Campaigns, go to Facebook’s Ads Manager

(https://www.facebook.com/ads/manage/home/) to track your ads.

FACEBOOK CONVERSION TRACKING GUIDEFOR LEADPAGES

Getting Started

1. Navigate to Power Editor:

https://www.facebook.com/ads/manage/powereditor/

2. In Power Editor, at the top of the page click the Tools tab.

3. Select Custom Conversions.

4. Click the Create Custom Conversion button.

In the Rule field, select URL Equals and paste the URL for your Thank You

page.

a. In order to obtain the URL for your Thank You page:

i. Log in to LeadPages.

ii. Click the LeadPages tab at the top of the screen.

iii. Click on the hyperlink for your Thank You page.

iv. Copy the URL for your Thank You page.

5. In the Category field, select Complete Registration.

6. Click Next.

7. Enter the name of your pixel in the Name field.

8. Click Create.

Copying the Pixel Tracking Code

1. Click the Manage Ads tab at the top of the Power Editor screen.

2. Navigate to the Ad Set level.

3. Click the checkbox beside each of your Ad Sets and click the Edit

button.

4. In the Optimize For a Conversion field, select the Conversion Tracking

5. Pixel you just created.

6. In the blue Information box, click the hyperlink labelled “View Pixel.”

Click inside the Pixel Code box to highlight and copy the entire pixel code.

Embedding the Pixel

1. Navigate to LeadPages.

2. Click the LeadPages tab at the top of the screen.

3. Click the Edit button beside your Thank You page.

In the left sidebar, select Lead Page Options.

4. Click Tracking Codes.

5. Click Tracking Codes.

6. Paste in the Conversion Tracking Pixel code in the Head-Tag Tracking

Code field.

7. Click Done.

Verifying the Pixel

1. Navigate to LeadPages.

2. Click the LeadPages tab at the top of the screen.

3. Click the Edit button beside your Thank You page.

4. Click the Publish button at the top of the screen.

5. Copy the URL for your Thank You page.

6. Paste the URL in a new browser tab.

a. Visiting your Thank You page will allow the Conversion Tracking

Pixel to fire, which will let Facebook know your pixel is active.

7. Navigate back to the Ad Set level in Power Editor.

a. Now that you have verified your pixel, the circle beside your

Conversion Tracking Pixel should be green, indicating that the

pixel is now Active.

WEEK 2 ACTION STEPS:

1. Optimize your business page using the tips outline in Lesson 1.

2. Create an email collector tab on your Facebook page.

3. Create 7 Facebook post images using Canva.

4. Create copy for the 7 Facebook posts, avoiding calls to action.

5. Analyze your Facebook Insights to find the best time to post for your

audience.

6. Schedule your posts for the upcoming week, using Facebook’s native

scheduling tool, to improve Reach.

MASTERINGPINTEREST

MODULE 7

Brand Colors

YOUR PINTEREST BRANDING

1.

2.

3.

4.

5

Fonts:

Headings:

Subheadings:

Text:

Top 3 Customer Segments (these will be the names of three Boards)

1.

2.

3.

Products or Services in Which You Specialize (these will be the names ofseven Boards)

1.

2.

3.

4.

5.

6.

7.

Please see Excel Document in the Downloads section of Module 7,Lesson 2 to identify your keywords for Boards and Pins.

Product Pins

HOW TO APPLY FOR RICH PINS

1. Add the following HTML code between the <head> and </head> for

each page you want to enable Rich Pins on. Please note, you will have to

edit the code on each page, to reflect the product name, price and

currency.

<meta property="og:title" content="product name as you want it to

appear in the Pin" />

<meta property="og:type" content="product" />

<meta property="og:price:amount" content="cost of product with no

dollar sign" />

<meta property="og:price:currency" content="USD" />

2. Verify Your Rich Pins, using the Rich Pins Validator

a. Visit: https://developers.pinterest.com/tools/url-debugger/

b. Choose any page on your site that you've added metadata to.

Enter your chosen URL in the “Enter a valid URL field” Validate.

c. Correct any problems you see with your metadata.

d. Select HTML Tags

e. Click Apply now. Your Rich Pins will show up within the hour.

Note: You only need to validate and click apply for one link on your

site to enable Rich Pins across your whole domain.

1. Optimize your profile using the tips outline in Lesson 1.

2. Complete your keyword research.

WEEK 3 ACTION STEPS:

a. Organize your boards to feature three segments of customers you

serve and seven areas of expertise you want to highlight. (You can rename

existing boards and/or create new boards.)

b. Use the Excel document provided to identify at least 5 keywords for

each Board

c. Add keyword rich descriptions to existing pins

3. Apply for Rich Pins.

4. Create 20 new pins each week and pin to relevant secret boards.

5. Set up Board Booster and schedule pins to be pinned from secret

boards to active boards throughout the week.

6. Use Board Booster’s Pin Doctor to find and fix any broken links.

7. Join 3 Group Boards.

a. Repin two original pins from your boards and one pin from a another

pinner, to each Group Board each day.

MASTERINGINSTAGRAM

MODULE 8

Brand Colors

YOUR INSTAGRAM BRANDING

1.

2.

3.

4.

5

Fonts:

Headings:

Subheadings:

Text:

Headline

What 3-5 words best describe the products or services you offer?

What three things do you want your ideal customers to know about whatyou can do for them?

Please see Excel Document in the Downloads section of Module 7,Lesson 2 to identify your keywords for Boards and Pins.

Bio

1. Optimize your profile using the tips outline in Lesson 1.

2. Complete your hashtag research.

WEEK 4 ACTION STEPS:

a. Create a list of hashtags you will use to find your ideal customers, using

the Excel document provided.

b. Create a list of hashtags you will use in your posts (in the first comment)

to help your ideal customers find you.

3. Use the images and copy you created for Facebook in week 2, for this

week’s Instagram posts. (Going forward, you won’t have to create unique

content for Instagram, Facebook and Twitter. And since your content

originally appeared on Facebook two weeks ago, users likely won’t notice

that you are using prior content.)

4. Follow the instructions for liking, commenting and following at least 10

users each day.

5. Use the FollowMe app to unfollow users twice each week.

MASTERINGTWITTER

MODULE 9

1. Navigate to ads.twitter.com

2. Click the Create New Campaign drop-down.

3. Select the objective for your Campaign.

TWITTER ADS GUIDE

Campaign Level

1. Enter the Name of your Campaign.

2. Enter the schedule for your Campaign.

3. Uncheck the box that reads “Expand your reach on the Twitter

Audience Platform.”

4. Enter your website URL in the Domain field.

5. Select the category of your business.

Audience Level

1. Select the location you would like to target.

2. Select the gender you would like to target.

3. Select languages (you can allow the system to select the default).

4. Select devices (you can allow the system to select the default).

5. Select ONE targeting option:

a. Keywords

b. Followers

c. Interests

d. Tailored Audience

e. TV Targeting

f. Behaviors

g. Events

6. Select the Placement for your Promoted Tweet.

7. Enter exclusions, if desired.

Budget Level

1. Enter your Daily Minimum Budget (we recommend $5 or less a day for

new advertisers).

2. Set a Total Lifetime Budget.

Creative Level

1. Compose a new Tweet by clicking in the “Compose Your Tweet

Here” field.

2. Click Create a Card and upload your ad image.

a. 1200x628 pixels

b. JPG or PNG

3. Enter the Tweet Headline

4. Enter the Destination Website URL

5. Enter the name of the Card.

6. Click Publish Tweet

7. In the top right corner of the screen, click Launch.

8. You will receive a notification when your Promoted Tweet is

approved and starts running.

1. Optimize your profile using the tips outline in Lesson 1.

2. Complete your hashtag research.

WEEK 5 ACTION STEPS:

a. Create a list of hashtags you will use to find your ideal customers, using

the Excel document provided.

b. Create a list of hashtags you will use in your posts (in the first comment)

to help your ideal customers find you.

3. Use the images you have been using for Facebook over the last three

weeks to create 21 tweets for the upcoming week (3 per day).

a. Be sure to use TweetWhen or a similar app to determine the best times

of day for your audience.

4. Retweet influencers relevant to your industry.

5. Follow the instructions for retweeting, commenting and following at

least 10 users each day.

You have mastered Facebook, Pinterest, Instagram and Twitter

Now get ready for the flood of new customers excited to buy from you!

Congratulations!

Weekly Action Steps:

Facebook, Instagram and Twitter:Weekly Action Steps:

1. Create 14 posts that can be used on Facebook, Instagram and Twitter.

a. Add calls to action on Instagram posts and Tweets. (Remember:

calls to action in Facebook posts will results in reduced reach.)

2. Schedule Instagram posts and Tweets in Hootsuite or Edgar.

3. Schedule Facebook posts in Facebook’s native scheduler tool.

4. Follow the instructions for liking/commenting/following

/retweeting 10 users each day on Twitter and Instagram.

Pinterest:

1. Create 20 pins per week and pin them to secret boards so Board

Booster can schedule pins throughout the week.

2. Repin two original pins from your boards and one pin from

another pinner, to each Group Board each day.