TABLE OF CONTENTS:
Content Recommendations ………………..10
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
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
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
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
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)
Twitter is a fast, noninvasive way to connect with potential
clients and share information that could help many others.
– 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
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
– 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 Bit.ly to shorten links so
they fit in a tweet!
// Page 7
• 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.
• 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
• It is generally agreed that posting 1-4 times weekly is
• 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
Facebook is the largest, most active social media
site, and the most popular way to build an online
• 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
• DO use the “pin” feature to keep important posts at the top
of your page newsfeed.
// Page 9
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.
Maintain a consistent blog schedule and consistent blog post
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.
// 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.
Here is an easy “formula” for great blog posts.
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
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:
A potential client
that could be
interested in your
A potential client
that has shown
interest in your
• 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
• Remember to use Hubspot’s Landing Page tool for
easy page creation!
// Page 12
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
– 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
• Publicizing Social Media Accounts
• In Office
• Put a little note on your check-in desk,
encouraging clients to view your social
• 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
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
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
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.