2020 social media strategy
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Get your 2020 marketing, visibility and sales plan mapped out! Struggling on where to even start? Are you trying to figure out how to get things out of your head and into something engaging? Still questioning which social media platforms you should focus on? In this impact-full training, award winning marketing consultant Vanessa Cabrera will walk you through 6 steps that will help map out your entire 2020 online social media marketing strategy.
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2020 social media strategy
- 1. 2020 SOCIAL MEDIA MARKETING STRATEGY
- 4. STEP 1. Know Your Target Audience • Demographics • Location • Behaviors • Interests
- 5. STEP 2: Where are they hanging out online?
- 6. Facebook Why? Large reach, great for a variety of business types What to post: Videos, photos, links, event information Extend your reach with the event calendar
- 7. LinkedIn Why?: Profession-driven What to post: VIDEO! Create LinkedIn articles Share case studies, news, tips & best practices aka YOUR EXPERTISE
- 8. Instagram Why?: Mobile-first platform What to post: Photos & videos Show behind-the- scenes, products, quotes
- 9. Twitter Why?: Focused on conversation & information sharing What to post: Videos, photos, links, event information. Great for storytelling & customer service
- 10. Pinterest Why?: Users pin images to boards based on interests What to post: Photos, links Share how-to info & relevant quotes
- 11. Don’t try to be everywhere!
- 12. This is more like it!
- 13. STEP 3: Grow Your Following • Networking events • Webinars • Speaking • Leverage other people’s audiences
- 14. STEP 4: Create Original Content
- 15. PLAN YOUR CONTENT Put inyour calendar your: Livestreams Blog posts Special Promotions
- 16. STEP 5: KEEP TRACK OF YOUR LEADS
- 17. STEP 6: Ask for the sale
- 18. Constance Contursi fitness instructor had to close one of her studios. Because she decided to take her business online, she’s now earning nearly $3,000/month from her fitness membership What happens when you have a PLAN
- 19. The Proof is in the Profit What happens when you have a PLAN
- 20. Erika Gilchrist – The Unstoppable woman, 13x author, speaker and Women’s Expo Producer Her first Expo SOLD OUT! She used Instagram and Facebook to sell out her expo and land major vendors. What happens when you have a PLAN
- 21. STEP 2: Choose a Social Media Channel STEP 1: Know your audience STEP 3: Grow your followers Let’s recap…
- 22. My Gift To You!
- 23. STEP 5: Keep track of your leads STEP 4: Create, Plan & Schedule your Content STEP 6: Ask for the Sale Let’s recap…
Hinweis der Redaktion
- As a small business, you may have heard that you need to be on social media to grow your business. But the thought of how to get started, which channels to be on, how to engage with people and get results that grow your business can seem overwhelming. [CLICK] We know that as a small business, you don’t have a lot of time or resources to help you get started with and keep up with social media. Now let’s take a look at why using social media for your business or nonprofit can be so powerful.
- Before we get into the details today, let me more formally introduce myself. My name is ______________ and I’m the _________________ at ____________. Thanks again for choosing to spend some time with us today. Let’s go ahead and get started…
- Before we get into the details today, let me more formally introduce myself. My name is ______________ and I’m the _________________ at ____________. Thanks again for choosing to spend some time with us today. Let’s go ahead and get started…
- Your target audience may be one of the most important parts of creating a successful ad. If you’re targeting too broad of an audience, the chances of success are slim of getting them to sign up or take action. So you’ll need to start by narrowing down your custom audience. While it would be nice if we could gain 100,000 leads or email subscribers, you’ve got to think realistically in order to target the right people who are likely to take action. You don’t want to waste your time or money. You’ll start by getting really specific about your target audience. Most of the major social media channels are going to allow you to create a custom audience in order to target people based on demographics, behaviors, location, and interests. You’ll want to include, and exclude people based on characteristics. One common scenario we hear is that someone wants to grow their email list or get new customers within a certain radius of their location. And this is why social ads are so great. They allow you to get really specific with your targeting in order to accomplish something like this. One example is that Facebook will show you a gauge with your audience size. It will tell you if your audience details are too specific or if they’re too broad. You want to make sure your ad will display to enough of the right people in order to get them to convert to sign up. Think about the characteristics of your current prospects or customers. What are their interests, job titles etc.
- One of the biggest questions asked by small businesses regarding social media is: Do I need to be on every social media platform, there are so many? Where do I need to be? In short, you won’t need to be on every platform. There just isn’t enough time or resources to spend on all of them as a small business. Our recommendation is to choose one channel that makes the most sense for your business to focus on so you can learn how to use it most effectively to drive results. Otherwise you’ll be spreading yourself thin, doing just a little bit on every channel and not seeing much from your efforts. And that’s also why we’re going to be focusing on these 5 platforms. These are the top 5 most used platforms and they’ve been around for a while and we’ve seen businesses have success on them. Now there are tons of other platforms out there and some of them are very new and some of them are great. But for those of you just getting started on social media we suggest these top 5 to get your efforts going and then you can consider adding in more later. Now of course, we’re not saying to use them all but that’s what this section is about. We’re going to talk about some of the benefits of these platforms and how they work so that you can make an informed decision for your business or organization. On that note, there are a few things that are going to factor into your social media platform decisions such as your industry and target audience, the resources you can dedicate, and the specific goals of your business. Let’s dive in to talk about one of the biggest platforms – Facebook.
- For a lot of businesses and nonprofit organizations, this is considered the place to be. You can reach and engage with a large number of customers, donors, members whoever your audience is. A wide variety of audience types can be found on Facebook to connect with friends, family, and stay up-to-date with news. Really, just about any type of business can find an audience on Facebook. That includes B2B or business to business companies, software companies, luxury goods, and services and then of course, nonprofits. Facebook is fairly easy to use and it’s great to help you share a variety of content like images, videos, and links, really helping you to generate word-of-mouth awareness and drive results with clicks to purchase, or get more information Facebook is great for any of you hosting any sort of event such as a trunk show, special event dinners, art shows, or even concerts. [CLICK] With the Facebook event calendar, you can post your events for free and make it easy for people to find your next event. This is great because it will also notify people based on their interests in the local area. They will get a notification about your event, even if they’re not following you.
- Let’s talk about the next one, LinkedIn which is a professionally driven social network and not based on personal interests. For the audience here, it’s most popular with college graduate and high income earners. LinkedIn allows you to share a variety of different types of content. It’s great for links and driving traffic back to your website and other resources to help you meet your goals. That includes event registrations. LinkedIn a platform where you want to establish your expertise in your industry. LinkedIn groups can be great for networking and sharing your expertise. It’s also great to find your target audience. Again, a variety of types of businesses and organizations find success with LinkedIn. Most commonly B2B companies, but also consider it if you’re a software company, offer luxury goods or services, and then nonprofits. We consider LinkedIn to need a medium resource and expertise level to use it. [CLICK] Think about the types of things you can share in order to show your expertise. You might consider sharing case studies of your customers, industry news, and even tips and best practices. At this point, I’m going to share a link to an infographic that you can reference later to choose the right social channel for you. I also want to mention that each of these platforms offers advertising which is going to be a great addition to your social strategy. And that something that we’ll dive into a lot more later. [LINK TO SHARE: https://blogs.constantcontact.com/which-social-media-platform-is-right-for-your-business/] [SOURCE: https://www.flint-group.com/blog/social-media-demographics/]
- Let’s move on to talk about Instagram. The audience on Instagram is fairly young. Most users are between the ages of 18 & 29, most being women who use the platform. With this highly visual platform, it’s important to note that there are very little ways to link from Instagram to your website or product pages. However, this is the tool you can use to build your brand. Instagram is considered a mobile-first platform so people can easily take pictures and videos and share them directly from the app, wherever they are. For Instagram, you need to have high-quality images and videos that you can share on this platform. And because it’s so visual, it can help you to generate foot traffic, engagement, and word-of-mouth awareness. Instagram is great for any business that has a visual story to tell such as bakeries, coffee shops, independent retailers, travel agencies, concert venues, and art museums and more. [CLICK] For the content, think of anything that can use a visual to entice prospects, customers, and supporters. Show people the behind the scenes of your business, your products, and even quotes that relate back to your business. In terms of resources and expertise level that’s needed for Instagram, is considered medium to high. So definitely something to consider based on where you’re at in the social media journey for your business. One of the features I want to mention that’s been very popular is Instagram stories. The feature was created to allow users to share moments of their day very quickly and without a lot of effort. It has the ability to support photos and videos and it will stay on the account for 24 hours and then disappear. Now, this is great because you don’t have to worry about trying to beat and work through Instagram’s algorithm. Your story will be featured at the top of the home feed. You can bump your story to the front of the line by simply adding another element to your story. Another great reason to use Instagram stories is that it provides a reminder when your story is about to expire. This is something that’s really going to help you organically. Now one thing to note is that Facebook does have a story option, but it hasn’t gained as much traffic. So to save on some time and effort, you might try cross-posting your Instagram story. Now, sharing the exact same thing across every platform is not something we recommend with everything but something you can try to see if you can gain any traction with the Facebook story feature. [SOURCE: https://www.flint-group.com/blog/social-media-demographics/]
- The next social platform to consider in your strategy is Twitter. The audience on Twitter is typically younger and tends to be popular with highly educated individuals. Twitter is a fast-moving, real-time, news-driven platform. Consumers often go to Twitter for customer service, so be prepared to engage and respond to customers here. Twitter is great for retail businesses, nonprofits, and even newspaper and media outlets. This platform is great for different types of businesses and nonprofit organizations. So if you have a lot of events that are happening in real-time consider using Twitter to engage with your audience. Again, you’ll want to have a wide variety of content that you can share to generate link clicks, engagement, and even drive some foot traffic from your Twitter efforts. That means videos, photos, links, and of course, event information. [CLICK] For Twitter, storytelling is great! And again, you should expect for consumers to seek you out for customer service. So make sure you’re paying attention and responding appropriately. [SOURCE: http://www.pewinternet.org/2016/11/11/social-media-update-2016/]
- Another visual platform to consider is Pinterest. This one is considered more of a niche platform, despite a large amount of users. It’s important to note that the audience here is mostly female. This platform has better linking capabilities than Instagram, so you’ll be able to drive traffic and clicks back to your products, website, blog or any other resources. It’s going to help you increase the visibility of your website and help with SEO when you’re linking back to your website. Pinterest is great for many businesses that are involved in planning, design, creation, and making items. Again, there are a wide variety of businesses or organizations that find value with Pinterest. Some of the largest types of users are interior design businesses who share pins and ideas for their follower’s homes, wedding venues and planning, just about anything to do with catering, restaurants or the food business. For that you can think of sharing recipes and great looking images of your food. [CLICK] In terms of content for Pinterest, think about the types of images that will inspire people to click to take action. Think about how-to information, and even relevant quotes to keep people inspired. Depending on your expertise and resource level with social media, we consider Pinterest to be fairly high, especially for someone just getting started.
- So, I know that the thought of social media for a lot of small businesses can be overwhelming. If you’re just getting started or struggling to manage multiple channels, we recommend choosing 1 platform to really focus your efforts. That way, you can figure out what works and what doesn’t and adjust your strategy to get results moving forward.
- So, I know that the thought of social media for a lot of small businesses can be overwhelming. If you’re just getting started or struggling to manage multiple channels, we recommend choosing 1 platform to really focus your efforts. That way, you can figure out what works and what doesn’t and adjust your strategy to get results moving forward.
- We hear all of the time how small businesses don’t have enough people to follow them. The truth is you have to do little work to increase your following. [CLICK] One of my favorite ways is to search for people and follow them. Depending on your business, you can search for people in your local area. This might be good for a local restaurant or boutique. Or you could search for hashtags that are related to your business. Once you follow them, you’ll have a good chance of getting people to follow you back. [CLICK] You’ve also got to ask your current customers that you’re already having conversations with! That means you’ll want to ask people on your email list, just add a social media block that links to your active social media channels and ask them to follow you. [CLICK] Don’t forget about those in person interactions as well. If you’re out networking, or someone is making a purchase in store. Tell them to check out your social page and follow you there to stay up to date.
- So first up, is awareness. Now here on the screen, we’ve got some examples of sharing a menu or even your business updates. For this think about any changes in your office hours or anything like that. You can also share some behind the scenes of how your product is made. You can also create awareness by sharing your own blog content or even sharing industry information that relates back to your business. I do want to mention that creating awareness about your business on social is going to vary for different kinds of businesses. The idea is to create content and keywords that helps you show up when someone searches online for a business like yours.
- Now the third goal you want to accomplish with your social media efforts is getting people to take action. You want to push from visibility of the other two goals into really driving your business or organization. You want to ask them to do something. It might be buy something, go to your event or donate to your cause if you’re a nonprofit. For this, you need to think about what you need the most. If you’re a nonprofit, it might mean volunteers or donations and if you’re a for-profit business you typically want people to make a purchase or sign up for a membership. Your fans will follow you for a reason, so it’s important to ask them to do something even if it’s providing a link back to your blog post or your website. You want to create a craving and get people interacting with you. You want them to share photos of their visit to your location, or even share how they’re using and loving your products and even share your posts. Take a look at how other businesses are successfully using social media to get ideas. And also, keep an eye on what your competitors are doing. See what they’re doing that’s drawing engagement and awareness to come up with strategies that will help you to essentially steal business from your competitors to make you stand out. So we’ve talked about these goals to really focus on for creating awareness, providing customer service and getting people to take action. Later on, these goals are going to play a role in how you’re planning to spend your time and effort on social media.
- Now we’re not saying that you have a huge budget, because social media ads are a cost-effective way to promote your business. For some of the most searched terms on Google, advertising costs about $50 per click and the average cost per click on Facebook ads are $1.72. So much more affordable! Now, social ads can be hard to understand, especially if you’re just starting your journey with social media. One of the easiest ways to create a social ad is to use a lead ads tool with an email program like Constant Contact. We currently have a Facebook Lead Ads tool and will soon have a tool for Instagram as well. These tools simplify the process and sync leads into your Constant Contact account. This is really beneficial in today’s world because you own your email list and you can communicate with them on a more personal level there. This allows you to easily target them with email messages to entice them to purchase your products or services or become a member of your organization. Lead ads are just one type of ad you could create, but depending on your goal, you could get them to follow your page, or take an action to purchase your product. You have a lot of options when it comes to creating ads and growing your business or organization. Lets take a look at a high level of how social ads work. [SOURCE: https://www.wordstream.com/blog/ws/2017/02/28/facebook-advertising-benchmarks]
- To start, I want to mention that there’ve been some recent trends and changes in the social world. In a recent study, it was found that 1/3 of millennials have permanently deleted their social media accounts. These changes may be due to the recent privacy issues as well as negative feelings toward social media use. It used to be that you could use social media for free and grow your business and following organically. However, social media platforms are trying to fight the good fight and adjust their algorithms so users see more from their friends, followers, and groups. So now, you need to add paid ads to your social media strategy. Social media ads will help you reach new people for your business because paid ads get a guaranteed spot in your target audience’s news feed. [SOURCE: Origin 2018 - https://www.dailymail.co.uk/sciencetech/article-5481591/Millennials-quitting-Facebook-say-goodbye-Snapchat.html]
- At this point, I want to recap a few things that I want you to keep top of mind. [CLICK] To be effective in your social media efforts, you need to focus your time on 3 key efforts to drive awareness, provide customer service, and encourage people to take action to buy something, register for your event, or donate to your cause. [CLICK] Don’t forget, you really don’t need to be active on every platform. If you’re just getting started, start with one platform and once you get going you might consider others that could work for your business. Think about where your audience is likely to be. Start by spending 15 minutes every day to focus on the three goals we’ve mentioned. Once you start seeing your results, you’ll likely want to spend more time and resources to use social media for your business. [CLICK] Use social ads to get a guaranteed spot in your target audience’s timeline. Set up your social ads to reach new people and grow your business. Now if you happen to be someone who’s currently struggling to use multiple social platforms, just choose one so that you can really focus your efforts.
- At this point, I want to recap a few things that I want you to keep top of mind. [CLICK] To be effective in your social media efforts, you need to focus your time on 3 key efforts to drive awareness, provide customer service, and encourage people to take action to buy something, register for your event, or donate to your cause. [CLICK] Don’t forget, you really don’t need to be active on every platform. If you’re just getting started, start with one platform and once you get going you might consider others that could work for your business. Think about where your audience is likely to be. Start by spending 15 minutes every day to focus on the three goals we’ve mentioned. Once you start seeing your results, you’ll likely want to spend more time and resources to use social media for your business. [CLICK] Use social ads to get a guaranteed spot in your target audience’s timeline. Set up your social ads to reach new people and grow your business. Now if you happen to be someone who’s currently struggling to use multiple social platforms, just choose one so that you can really focus your efforts.