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HIT HARDER WITH SOCIAL MEDIA: 10 TIPS FOR
MARKETING SUCCESS Presented by
ALIZA SHERMAN
Web pioneer, author of 11 books including Social Media Engagement for Dummies, digital marketing authority.
SOCIAL MEDIA IS A BEAST
SOCIAL MEDIA IS GOOD FOR:
Communica*onsBrandAwarenessCustomerServiceBuildingRela*onshipsLeadGenera*onSales
BE STRATEGIC
Whatareyourgoals?Whoisyouraudience?Wherearetheyonline?Howwillyoureachthem?Whyshouldtheyfollowyou?Whatdoyouwantthemtodo?Whatdoyouhavetooffer?
SO WHAT ARE 10 WAYS
TO HIT HARDER WITH SOCIAL MEDIA?
1 How well are you using social media? Are your accounts set up properly and fully? Are you posting regularly? Are you getting response? Anyone taking action?
ASSESS
2 Look for ways to optimize your social media accounts. Take advantage of every feature they offer for free. Make sure your brand is consistent across accounts.
IMPROVE
FACEBOOK HEAD TO TOE
Profile Image Cover Image Call to Action 180x180 pixels New: 828x315 pixels
Tabs About Apps
Associated Pages
3 Craft and publish mostly visual posts. You can mix in a few text-only posts but measure the response rates to both types of posts. On Facebook: Use more Photo posts than Link posts.
GET VISUAL
Link Post Photo Post
Canva.comFreeImages.comHaikuDeck.comBuffer.com/pabloPicMonkey.com
EASY TO MAKE VISUALS
Taketheroadlesstraveled.
4 Online video is HUGE and growing. Think QUICK and MOBILE. Go LIVE. Upload to :
Link to:
USE VIDEO
Vine,Instagram,YouTubeBoomerang,HyperlapseFlipagramAdobeVoice(iOS)Periscope,MeerkatFacebookLiveiMovieorKinemaster
EASY TO MAKE VIDEO
5 Popular and growing. Photos and 60-sec video. Owned by Facebook. Advertise via Facebook. Leverage visuals elsewhere. Psst: Don’t autopost!
6 Develop a Social Media Calendar to prepare messaging weeks and months out. Build strategic messaging around specific events. Edit for specific social networks.
PLAN IT
SOCIAL MEDIA CALENDARS
For Wordpress sites & blogs try:
Decidewhatyouwantpeopletodowhentheyseeyourcalltoac*onoronlinead.Makeiteasyforpeopletotakeac*on–andmakeitmobile-friendly!
TIP: USE CLEAR CALLS TO ACTION
WHERE ARE YOU DRIVING PEOPLE?
1. Givethemaformtofillouttosubscribetosomethinginforma*veanduseful.
2. Askthemtotakeasurveyorquickpolltogiveyouinsights.
3. Gettheircontactinforma*on!
FACEBOOK CALLS TO ACTION
7 Use a scheduling tool to time strategic messages to release at regular intervals or to post messages that build up to specific events. Pull text from your Social Media Calendar.
SCHEDULE
FACEBOOK DOESN’T PLAY NICE
UseFacebook’sbuilt-inscheduler!
For other social networks:
UseasocialmediadashboardlikeHootsuitetomonitorandschedulemessagesonmul*pleaccountsoraschedulerlikeBuffer.Warning:DoNOTuseforFacebookPages!
TARGET POSTS
8 Facebook is no longer “Free.” You can build a free Page, but in order for your posts to be visible, you have to pay to boost them. Or have interactive fans (likes, comments, shares).
BOOST
9 Major social networks offer DIY ad tools to reach highly targeted audiences based on demographics (age, education, location) and psychographics (interests, behaviors, actions).
ADVERTISE
Invite them to Like Invite people who have liked one of your Page posts to like your Page. Click on the number of likes your post received. You will see who liked your page or you can click on the “Invite” button next to their name.
Retargeting Facebook Custom Audiences lets you “remarket” to people who have visited your website. Install a snippet of code (pixel) on your website. Present your ads on Facebook to people who have been to your site. Facebook.com/advertising
Lookalike Audience After setting up Custom
Audiences from your website, create a lookalike audience to target new people similar to your website visitors by creating a lookalike audience. Ads Manager > Tools > Audiences, click Create Audience, select Lookalike Audience from the drop-down menu.
Facebook Events Try using Facebook Events to
promote not just actual physical events but also online “events,” promotional campaign “events,” contests, giveaways and offers. People can “RSVP” or “Join” the “event” giving you more direct access to communicate with them.
10 MEASURE
Actionable. Trackable. Measurable.
Compelling content is just the beginning.
Make actions and conversions your priority!
Don’t just attract. Engage and activate.
ALIZA SHERMAN [email protected]@alizashermanonTwi^er&Instagram
Wideaudience,targeted,entertainmentandfriend-focused.Broad-reaching,diverse,news-oriented.Videoentertainmentandinforma*on.Helpfulforloca*on-basedbusinesses,GoogleSEO.Professional,business-oriented.
THE BIG SOCIAL NETWORKS
VISUAL SOCIAL NETWORKS
Engaging,visualstorytelling,photosandgraphics.Highlyvisual,trafficdriver,female-dominated.Mul*mediablogging,skewsyounger.6-secondvideosforTwi^er.Mul*mediamessaging,notjustforkidsanymore.
