Content & Social Media Strategy


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Recommendations from Eustace Consulting to improve your company's approach to tackling social media and curating great web content!

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Content & Social Media Strategy

  1. 1. Content & Social Media Strategy
  2. 2. TABLE OF CONTENTS: Social Media Recommendations………………….….…4 Content Recommendations ………………..10 Other Considerations………………….…....14
  3. 3. CHAPTER 1: Social Media Recommendations This chapter contains a specially designed approach for social media maintenance, updates, and overall strategy to support the content infrastructure of your business. // Page 4
  4. 4. Social Media Twitter • Statistics: – – – • 140 million active users in 2012 The average user spends 89 minutes per month on Twitter. Largest age groups: 30% of users are ages 26-34, 27% are ages 35-44 Goals: – – To offer mental health expertise to the larger Twitter community in an effort to gain credibility and trustworthiness in the eyes of potential clients in the social community. – – • To connect with potential clients in the San Diego area through the promotion and distribution of useful, engaging content. To gain at least 8 non-spam followers per month To follow 5 new users per week Updates: – – To maintain convenience, CSAM will start at 1 tweet daily, with an expansion goal of 3 tweets daily. – // Page 5 Experts agree that 5-10 updates daily s the optimum number of tweets. The update should be posted from 8am -11am, on a weekday, for maximum reach. (Additional updates should be posted throughout the day, before 8pm on Mondays-Thursdays)
  5. 5. Social Media Twitter 101 Twitter is a fast, noninvasive way to connect with potential clients and share information that could help many others. • Terms – Tweet: An update of 140 characters posted to your Twitter account for all of the internet to see (not just your followers). – Retweet (RT): This button lets you share a tweet you see from another user on your own timeline. When you want to add your own comment to the RT, follow these directions to “manually” RT. // Page 6
  6. 6. Social Media Twitter 101 Cont’d – Hashtag (#): Putting “#” before a word or phrase (without punctuation) helps give your tweet a searchable theme or category. For example: – Mention (@): If you want to direct a tweet to another user, put “@” before their Twitter name (or Twitter handle). – Direct Message (DM): If someone wants to send a private message to you, they may ask to send a DM. This is only possible if both you follow them and they follow you. Tip: Use to shorten links so they fit in a tweet! // Page 7
  7. 7. Social Media Facebook • Statistics • 845 million monthly active users • 2.7 billion “likes” are performed (on average) daily • The average user is younger than Twitter, as the largest age group on Facebook is ages 18-30. • Goals • To build a recognizable, visible brand using the multimedia capabilities of your company’s Facebook page. • To provide a central hub for all blog, social media, and general company or industry updates. • To gain at least 10 Facebook Page “likes” per month. • To “like,” or interact in some way with 3 different company pages each month. • To actively engage with and respond to all user interaction • Updates • It is generally agreed that posting 1-4 times weekly is best. • Generally, posting 2 times weekly is recommended. • Posting between 1pm-3pm on Monday-Fridays is ideal, however it may be easier to remember to post if done in the morning with Twitter. // Page 8
  8. 8. Social Media Facebook 101 Facebook is the largest, most active social media site, and the most popular way to build an online presence. • DOs & DON’Ts • DO post updates as a picture + a link + some text. • DON’T send a mass message to all of your Facebook friends, asking them to “like” your page. Instead, message a select few with a personal note. • DO strive for interactive Facebook content that will result in likes and shares. • DO use the “share” button to share other people’s content! Strive for 50% your content and 50% outside content on your wall. • DO use the “pin” feature to keep important posts at the top of your page newsfeed. // Page 9
  9. 9. CHAPTER 2: Content Recommendations • Statistics – – – – • There are an estimated 31 million bloggers in the United States. 60% of businesses have a business/company blog. Business blogs account for 528,000,000 of monthly page views. 80% of users said they would register for a whitepaper/ebook, while only 31% would register for a webinar. Goals – – Maintain a consistent blog schedule and consistent blog post format(s). – • Build a trustworthy reputation by providing free, engaging content such as ebooks and blog posts to online prospects. Create (and maintain) one form of lead generation content for each stage of the buying cycle—Prospect, Lead, and Client. Updates – – // Page 10 Generally, one to two blog posts per week is recommended. Once successfully created, lead generating content will not need to be updated unless elements become outdated.
  10. 10. Content Blog 101 • Here is an easy “formula” for great blog posts. • Blog Checklist:  Add relevant tags to posts to increase your SEO  Compose posts in the Hubspot Business Blog Tool to automatically receive content and SEO recommendations  Include at least one image in every post  The more interesting the better! Is the image interesting in itself? Does it still relate to the post content in some way?  Write a snappy title  This is the first thing people see when they look at your post, so make it stand out, while still containing keywords useful for your SEO.  Keep posts shorter rather than longer  When possible, format in a unique way—such as using bullet points to break-up chunks of text.  Publicize blog posts on Twitter and Facebook (and any other social media) after posting // Page 11
  11. 11. Content Lead Generating Content Lead Generating Content is free information in the form of an ebook, whitepaper, infographic, etc. • The purpose of Lead-Gen content is to move potential clients to the next step in the “business cycle,” which is: Prospect Lead A potential client that could be interested in your services A potential client that has shown interest in your services Client Someone currently using your services • Here are some examples of Lead-Gen content. • Here are qualities your content should have. Generally, try to appeal to a wide audience, and make it easy to follow, unique, and informative. • Landing pages • Make sure every piece of content has its own landing page, accessible through a call-to-action button (that is preferably on your homepage). • Here is some excellent advice for making a good landing page. • Remember to use Hubspot’s Landing Page tool for easy page creation! // Page 12
  12. 12. Content Lead Nurturing Content Lead Nurturing Content is email marketing sent to the right person, at the right time. • Here are some great examples of email marketing. • Remember: You can create formatted emails in Hubspot under Content  Email. • Recommended email marketing content includes: – Blog post notifications—such as new blog posts, or reintroducing older blog posts. – Special events in your area that may be of interest to clients/potential clients – Engaging content outside of blog posts, to give subscribers a good reason for doing so. – Requests for feedback on blog posts or lead generation content, such as short, anonymous surveys. – Social media highlights, to encourage clients and leads to follow or view your company’s social media accounts. // Page 13
  13. 13. CHAPTER 3: Other Considerations • Publicizing Social Media Accounts • In Office • Put a little note on your check-in desk, encouraging clients to view your social media accounts. • Verbally • Encourage your close friends and family to like your page, follow you on Twitter, and spread the word! • On Website • Put icons to your social media account at the top right of your home page. • In Email • Encourage your employees to use WiseStamp to create custom, social media oriented email signatures. // Page 14
  14. 14. Final Thoughts • The most important thing in both social media and content is consistency. If you neglect your social media or blog for even a week, you can lose valuable followers/subscribers! • Link it all together! Automatically send tweets to Facebook, Facebook updates to Twitter, and blog updates to both. Publicize all blog posts on social media, and put links to your social media accounts on your blog home page. • Make sure everything is easily accessible— put calls-to-action in multiple, visible places on your website, and put icons for social media accounts on your homepage.