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Strategic and well thought out social media

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Strategic and Well
Thought Out Social Media
By Anna & Bekkah Anderson

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Find your audience
Align your goals
Create a calendar

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Find your audience

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Strategic and well thought out social media

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Presented by Anna Anderson, CEO of artunlimited
In this seminar, you'll learn how to:
Build brand consistency within your social media strategy;
The best media types to use on social media; and
Using organic and paid marketing within social media to build your brand awareness.

Presented by Anna Anderson, CEO of artunlimited
In this seminar, you'll learn how to:
Build brand consistency within your social media strategy;
The best media types to use on social media; and
Using organic and paid marketing within social media to build your brand awareness.

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Strategic and well thought out social media

  1. 1. Strategic and Well Thought Out Social Media By Anna & Bekkah Anderson
  2. 2. Find your audience Align your goals Create a calendar
  3. 3. Find your audience
  4. 4. What Is Marketing to A Target Customer? Target marketing is segmenting a group of individuals that share similar values, goals, beliefs, interests, or life stages in order to cater to their buying behaviors across marketing channels.
  5. 5. ● Makes Them Happy ● Furthers Your Marketing Dollars ● Puts More Money in Your Pocket Understanding Your Customer
  6. 6. Creating The Buyer Personality Demographics Behavioral Patterns Pain Points Goals
  7. 7. Secondary Data “Parents today spend 2x more time with their kids than previous generations.” - Forbes https://www.consumerbarometer.com/
  8. 8. You can’t speak for your audience, but you can listen to them
  9. 9. ● Go to Your Business Facebook Page & Create an Ad Account ● Log Into Your Ad Account ● Check Out ○ Behaviors ○ Audience Insights Facebook
  10. 10. Facebook
  11. 11. Facebook
  12. 12. ● Upload Contact information from your current clients ● Create a Lookalike Audience ● Future: Segment your Lookalike by target markets Find Lookalikes
  13. 13. Follow With Google Analytics
  14. 14. ● The Facebook pixel is an analytics tool that allows you to measure the effectiveness of your advertising by understanding the actions people take on your website. - Facebook How does it work? Facebook Pixel
  15. 15. ● Add it to your heading tag code in your website ● Have it track specific actions that your users do (by visiting page urls.) ● Target your website visitors with ads by their journey Create a Facebook Pixel
  16. 16. Reminding Them on The Journey
  17. 17. Track By Keywords
  18. 18. Find your audience Align your goals
  19. 19. KEY PERFORMANCE INDICATOR (KPI) Trackable action that another takes to bring your business closer to achieving its goals
  20. 20. Outcome Directly related to results, but you don’t always have complete control over whether or not you’ll get there: ● Gain 200 new followers ● Increase revenue by 5% ● Drive 50% more traffic from social media to your website GOALS: Outcome Vs. Process
  21. 21. Process Things you do have control over: ● Post to Instagram every day ● Shoot one video per week ● Send a monthly newsletter ● Write two blog posts per week ● Spend 10 min a day commenting on posts on Instagram GOALS: Outcome Vs. Process
  22. 22. Ensure Your Goals Are
  23. 23. START SMALL Aim for 3 goals you can measure
  24. 24. ● 490 people reached ● 663 total page fans ● 490/663 = 0.74 or 74% of our fans reached Track Your Progress
  25. 25. ● 220 people reached ● 321 total page fans ● 220/321 = 0.69 or 69% of our fans reached
  26. 26. Facebook
  27. 27. ● Time of Day ● Type of Media ● Topic of Interest What Did We Learn?
  28. 28. TACTIC Action that you take to increase performance of KPIs
  29. 29. Example ● Goal: Increase off season sales by 15% year over year ● KPI: Bookings, website traffic ● Tactics: Promote recreation opportunities with eye-catching visuals
  30. 30. Find your audience Align your goals Create a calendar
  31. 31. CREATE & USE A SOCIAL MEDIA CALENDAR GOOGLE
  32. 32. SPREADSHEE
  33. 33. visual + short + captivating What Should I Post?
  34. 34. Tasty
  35. 35. 5-Minute Microwave Cheesecake Dorm Friendly Ingredients Tasty Post Format Entices Engagement
  36. 36. Strawberry Sweet Rolls Concise Message FULL RECIPE What you post depends on the platform.
  37. 37. Get Creative
  38. 38. People do not want to have to work hard, squint their eyes, or have to decipher a weird font to understand your message. See what I mean? Require Little Effort 85% of Facebook Video is watched without sound Give Your Reader the Important information
  39. 39. Sub Theme Scheduled Easy to Interact Hump Day Headlines
  40. 40. Copy to Complement Visual Most Compact Travel Items You'll Ever Need New Meat Marinades That Will Change Dining Forever The Best Socks for Hiking Long Distances
  41. 41. Vocabulary
  42. 42. ● Always ● Best ● Beautiful ● Breathtaking ● Fantastic Flair for the Dramatic ● Worst ● Lame ● Disgusting ● Never ● Mortifying
  43. 43. Research
  44. 44. “Nearly 9 in 10 smartphone owners who describe a mobile brand experience as helpful or relevant would purchase from the brand again.” - Think With Google Quotes
  45. 45. 36 People Clearly Having The Worst Day Ever
  46. 46. Find your audience Align your goals Create a calendar
  47. 47. THANK YOU @artunlimitedusa

Editor's Notes

  • Actual research must be done, you cannot assume you know your customers.
    Interview them, know who they are in terms of industry & the industries they work with, job role, where do they go to learn for their job role?
  • We will look at multiple ways you can gain information to create your target market.
    Use Research and very speculated education on them.

    https://www.consumerbarometer.com/en/graph-builder/?question=N10&filter=country:united_states

    Motivations & Pain Points
    Goals
  • https://www.hubspot.com/ads-calculator https://www.consumerbarometer.com/
  • Ask them questions:

    What industry would you say your business works with primarily?
    Where do you go to find more learn more about performing your job better?
    What would you say your position title or job role is?
    What is something you wished you could accomplish more efficiently? - at home cleaning, at work getting content written and understanding my specific job function, so knowing how I can get something done quicker becuase I tend to be blocked by other job roles.
    How do you learn about solutions to problems you would like to resolve?


    Ask Yourself Questions:
    What does your perfect customer really want? Warm welcoming, any parent that gets dirty looks by going into a store makes me feel guilty. Having something that is kid friendly to drink and still.
    If i was going ot a coffee shop, my primary motives would be to get something good to drink and a snack.
    How long would you spend there? In the morning before work hours go in and out, and school or on a weekend in the afternoon hang around, 15-20 minutes max a half hour. It’s dependant on if you can keep them sitting and entertained long enough.
    How can your product or service solve their problem(s)?
    What factors motivate their buying decisions? Typically it’s the need of that item, but a lot of times it’s the pure and utter want of it and it’s a guilty pleasure to do it. I buy a chocolate icecream bar after my son is at school and he doesn’t even know I bought it.
    Why do your existing customers choose your business over your competitors? - Reviews, other times it’s convenience of location. If it’s 10 minutes out of my way, I”ll go to a closer place with a better review. Once I get into a routine, I tend to stick with it.
  • You can upload an email list audience in the audience tab of Facebook Ads, use facebook pixels to track people visiting your site, and create custom ads that can target each segment of this audience.
  • You can upload an email list audience in the audience tab of Facebook Ads, use facebook pixels to track people visiting your site, and create custom ads that can target each segment of this audience.
  • 85th most popular baby name in 1990, She actually was born in 1983. Tara is 34, she has 2 kids ages 6 & 2. Income level

    https://www.consumerbarometer.com/en/stories/digital-mums

    Tech industry, online, google,

    I shop on amazon, go to a discount market, walmart.

    Pain points doing work outside of the office, make sure I have everything that I need. Have snacks, drinks, or all the little things that most people wouldn’t really consider. Having the right apparel, do we need jackets, too cold or hot? Is he going to be crabby, have enough rest. Can I have this & that questions, places with easily reached products are not my go to.
  • Image from: https://www.careerplanner.com/Career-Articles/Generations.cfm
  • Ask them questions:

    What industry would you say your business works with primarily?
    Where do you go to find more learn more about performing your job better?
    What would you say your position title or job role is?
    What is something you wished you could accomplish more efficiently? - at home cleaning, at work getting content written and understanding my specific job function, so knowing how I can get something done quicker becuase I tend to be blocked by other job roles.
    How do you learn about solutions to problems you would like to resolve?


    Ask Yourself Questions:
    What does your perfect customer really want? Warm welcoming, any parent that gets dirty looks by going into a store makes me feel guilty. Having something that is kid friendly to drink and still.
    If i was going ot a coffee shop, my primary motives would be to get something good to drink and a snack.
    How long would you spend there? In the morning before work hours go in and out, and school or on a weekend in the afternoon hang around, 15-20 minutes max a half hour. It’s dependant on if you can keep them sitting and entertained long enough.
    How can your product or service solve their problem(s)?
    What factors motivate their buying decisions? Typically it’s the need of that item, but a lot of times it’s the pure and utter want of it and it’s a guilty pleasure to do it. I buy a chocolate icecream bar after my son is at school and he doesn’t even know I bought it.
    Why do your existing customers choose your business over your competitors? - Reviews, other times it’s convenience of location. If it’s 10 minutes out of my way, I”ll go to a closer place with a better review. Once I get into a routine, I tend to stick with it.
  • You can upload an email list audience in the audience tab of Facebook Ads, use facebook pixels to track people visiting your site, and create custom ads that can target each segment of this audience.
  • If you have online retail or a digital booking page, it’s also important to make sure you exclude people who have visited specific web pages such as a purchase thank you page. So you’re only following people who still need to convert.
    Interview them, know who they are in terms of industry & the industries they work with, job role, where do they go to learn for their job role?
  • Your approach to developing snackable headlines will depend on the target market you are going after. You cannot intrigue everyone all the time.

    Adobe Flash is Leaving You in 2017 would make a programmer read more information, it wouldn’t make me click on it.

    Justin Timberlake Announces Role in High School Musical 4

    Gluten Free Rhubarb Cookies That Taste Phenomenal
  • https://coschedule.com/blog/emotional-headlines/
  • Just because there are certain spikes, they could be cyclical and will be a common search term in the future that can be used.

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