SOCIAL MEDIA MARKETINGBY MICHAEL MCKAY
SOCIAL MEDIA MARKETING
PICK THE BEST PLATFORMS FOR YOUR BRAND
▸ Where do your customers hang out? Ask them!
▸ Where do you get the most engagement with your content?
▸ Focus on 2-3 platforms
SOCIAL MEDIA MARKETING
USING THE RIGHT MEDIA FOR EACH PLATFORM
▸ Size your images for each platform
▸ Native content vs sharing links
▸ Make sure the right image is displayed when sharing links
▸ Facebook favors video content uploaded to its platform
▸ Content must look good on mobile devices
SOCIAL MEDIA MARKETINGTEXT
SAVE TIME BY SCHEDULING CONTENT
▸ Spend one hour a week to schedule content
▸ Tools
▸ Buffer
▸ Edgar
▸ Create 5 categories of content to create
▸ When to post
SOCIAL MEDIA MARKETING
PICK YOUR TARGET AUDIENCE
▸ Location
▸ Age
▸ Detailed targeting
▸ Education
▸ Life events
▸ Interests
SOCIAL MEDIA MARKETING
PICK YOUR AD PLACEMENT
▸ Pick only one per a campaign
▸ Mobile news feed
▸ Desktop news feed
▸ Right column
▸ Facebook audience network
SOCIAL MEDIA MARKETING
BUDGET AND TESTING ADS
▸ Experiment with different images and ad copy
▸ A few dollars a day per an ad should be enough to test
▸ Only change one variable between each ad
▸ Pick the best performing ad and turn off the rest
▸ Refine this ad for your next test
SOCIAL MEDIA MARKETING
FACEBOOK AD LINGO
▸ Impressions = the amount of times a post is displayed
▸ CTR = Click through rate
▸ Percentage of users who click the ad who have seen it
▸ CPM = cost per thousand impressions
SOCIAL MEDIA MARKETING
RETARGETING
▸ Allows you to serve ads to
▸ People who have visited your website before
▸ People on your list (emails or phone number)
▸ Very effective since most customers need to be “touched” many times before they buy
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