Let's Be Social - Content Strategy By Savannah Dalton, July 2017

1. CONTENT PLANNING
savannah dalton | hello@letsbe.social | www.letsbe.social

2. WHO WE ARE
THINKERS
CREATORS
ACTUALISTS
INNOVATORS
IDEA-OLOGISTS
ANIMAL LOVERS
Let’s Be Social is a boutique
social media marketing
agency the specializes in
Facebook ads, funnel building,
and content marketing for
start-ups, entrepreneurs and
local businesses.

3. TARGET AUDIENCE
1. Start-ups
2. Entrepreneurs
3. Local Business Owners

4. AUDIENCE PROFILES
START-UP’S
Have low funding and need an
offsite marketing team to
create, publish, and promote
their content. Use low-budget,
highly targeted Facebook Ads.
Typically request content for
LinkedIn and Facebook.
INDUSTRIES
Technology, Market Research,
Digital Brands

5. AUDIENCE PROFILES
ENTREPRENEURS
Have little direction for how to
market their products/
services. Unsure of which
social networks to leverage.
Typically need full funnel
builds, advertising, and email
marketing. Use Facebook,
Instagram, LinkedIn, Twitter.
INDUSTRIES
Personal Brands, Digital
Entrepreneur’s, Coaches &
Consultants

6. AUDIENCE PROFILES
LOCAL BUSINESSES
Have 1 or more locations,
looking to drive foot traffic for
in-store purchases. Needs
content management,
engagement, and
promotional organic content.
Typically requires geotargeted
campaigns with Offers. Use
Facebook, Twitter, Instagram.
INDUSTRIES
Restaurants, Automotive,
Retail, Salons, Pets, Real
Estate

7. CAMPAIGN GOALS
1. Brand Awareness
2. Lead Generation
3. Sales

8. CAMPAIGN GOALS
PRIMARY GOAL
Brand Awareness
We need brand awareness in the
social media agency industry to
establish authority on Facebook,
Instagram, Twitter, and LinkedIn.
METRICS MEASURED:
Facebook: Reach, Likes
(Reactions), CTR, Page Likes
Instagram: Impressions, Profile
Views, Website CT’s
LinkedIn: Reach, Likes, Shares,
CTR

9. CAMPAIGN GOALS
PRIMARY GOAL CONT.
Brand Awareness
CTA: Learn More, Sign Up
We plan to complete this goal through a series of
PPE campaigns (paid post engagement):
1. Creative Content / Ads (PPE)
2. Blog for opt-in Free content
This goal will be met through consistency of
performance on each network, accuracy in audience
targeting for PPE campaign, relevancy in ad
placement, and differentiation in creative offering.
It is important to start with a Brand Awareness
campaign since Let’s Be Social is a newly launching
business.
We need to establish social proof and authority at the
same time as offering a free service to start
connecting businesses with our service offering, free
of charge (this will be a free consultation).

10. CAMPAIGN GOALS
SECONDARY GOAL
Lead Generation
METRICS MEASURED:
Facebook: Reach, Reactions, Scheduled Consultations
LinkedIn: Reach, Direct Messages, Landing Page Completes
A client acquisition campaign will be started 30 days after
the start of the PPE Campaign.
Lead generation is important because, like most businesses,
we need to acquire clients to be in business.
CTA: Schedule A Free Consultation, Contact Us, Learn More
This goal will be completed by:
1. Setting up a CRM through Salesforce to manage and
track leads
2. Measuring success of PPE campaign to identify target
audiences and their industries
3. Setting up a Lead Generation Campaign on Facebook to
capture and connect instantly with those scheduling a
consultation for social media services

11. CAMPAIGN GOALS
TERTIARY GOAL
Sales
Steps: Provide Details for Consultation,
Complete Consultation Call, Receive Sales
Deck, Follow Up, Sale.
To begin the sales process, potential
clients will go through the client
acquisition funnel, starting with our brand
awareness campaign, then through lead
generation, and finally to the sales stage.
The sales process relies heavily on in-
person communication and selling
techniques. Creating a sales deck that
includes “who we are”, “what we do”,
“services offered”, and “case studies” will be
distributed to those who are being sold to.
These same pages are also available on our
website at www.letsbe.social, and easy to
access for everyone.

12. COMPETITOR ANALYSIS
1. Eight Loop Social
2. Brand The Globe
3. Visibility and Conversions

13. COMPETITOR ANALYSIS
EIGHT LOOP SOCIAL
Active Presence:
Facebook
Available Presence:
LinkedIn, Instagram, Pinterest,
Types of Content:
Facebook is the only network with consistent
content. The types of content shared are
informative updates about the Facebook
platform, types of ads that can be used,
features to take advantage of, and updates
with the company - I.e. “We’re hiring!” posts.
Followers: 1,269 (Facebook), 37 (Instagram),
121 (Pinterest)
Followers are mostly active on the linked
group - Facebook Ad Hacks
not on the company page.
Follower engagement on Page:

14. COMPETITOR ANALYSIS
BRAND THE GLOBE
Available Presence:
Facebook, LinkedIn, Instagram, Pinterest
Types of Content:
A presence on each social network listed
was maintained consistently for some
period of time. Each network has not
been updated in several months, but
seem to contribute informative and
owned content leading back to the
company’s blog.
Followers: 147 (Facebook), 102 (LinkedIn),
1,401 (Instagram), 3,142 (Pinterest)
Followers are mostly engaged on
Instagram and Pinterest.
Follower engagement on Page:

15. COMPETITOR ANALYSIS
VISIBILITY AND CONVERSIONS
Available Presence:
Facebook, LinkedIn
Types of Content:
The content published on social
networks listed above is curated
content and relevant to the field of
expertise. There is not an available
presence of owned content on
Facebook, and the only content on
LinkedIn was posted over 12 months
ago.
Followers: 8,612 (Facebook), 133
(LinkedIn)
Followers are not engaged at all.
Follower engagement on Page:

16. Facebook
LinkedIn
Instagram
RELEVANT IDEAS
FOR CAMPAIGNS
ACROSS SOCIAL
NETWORKS

17. Facebook is an ideal place for social
media brands to display what they
know, their areas of expertise, and
to demonstrate what they can offer
clients.
Not many social media agencies
seem to be using the platform on a
daily, or consistent, basis.
This campaign from Socialite
Agency showcases community
involvement and customer
feedback in a series of 4 posts
throughout the months of
November to January.
RELEVANT IDEAS
FOR CAMPAIGNS
ACROSS SOCIAL
NETWORKS

18. LinkedIn is where professionals go to
connect with peers and colleagues
who share relative and informative
information about the business-
world and happenings.
Many social media agencies have a
presence on LinkedIn, but don’t post
regularly within their articles,
instead leaving it to their personal
professionals pages to do the work.
Sculpt does a great cross-promotion
campaign on their LinkedIn with A
Day In The Life of [Employee Name]
as a takeover series on Instagram.
RELEVANT IDEAS
FOR CAMPAIGNS
ACROSS SOCIAL
NETWORKS

19. Instagram can be a difficult place to get
serious traction as a B2B company,
however if the company wishes to
leverage any B2C products from their
B2B services (like classes or educational
content) it can be a marketers dream-
come-true.
Small Talk Social (@smalltalksocial) uses
Instagram to feed her clients gorgeous
photographs curated by her hashtag
#TheGramGang, as well as promoting
her Free Instagram Challenge several
times per month. The content is visually
appealing, collects a large number of
likes and is promoted as paid content
after being published through its
content cycle (typically 5 days).
RELEVANT IDEAS
FOR CAMPAIGNS
ACROSS SOCIAL
NETWORKS

20. CONTENT PLAN

21. Facebook: 3-4 x’s per week // Live video broadcast 1 x per week + replay // Group cross-promotion //
Instagram Live cross-promotion for #ThriveThursday strategy sessions
Instagram: 1-3 x’s per day // Live video 1 x per day // Stories - behind the scenes, scope of work, and
content creation every day (set to publish in Planoly for inactive days) // Cross-promotion to Facebook
group for advice, tips & tricks on a daily basis for business owners looking to leverage Facebook Ads
LinkedIn: 3-4 x's per week // Live video cross-promotion from Facebook & Instagram
CALLS TO ACTION:
“View the latest case study”
“Schedule your FREE consultation today!”
“BOOK NOW!”
“Are you leveraging your access to over 1 billion potential customers?”
“Turn $1 in $5 with Facebook Ads”
Assigned metrics will help us understand if our content is working based on the amount of engagement
and sign up's we have in the funnel. If there are no sign up’s, no consultation bookings, or low
engagement, then our content is not performing. Each KPI is assigned with specific growth strategy
behind the client acquisition campaign and must result in new customers otherwise there is a disconnect
between our creative, message, and funnel.
CONTENT PUBLICATION

22. #sweetsuccesssociety #sisterhoodovercompetition #buildingbossladies #handsandhustle #bandogirlgang #dontquityourdaydream
#womeninbusiness #caffeinateandconquer #bosslady #entrepreneurlifestyle #bossbabe #createyourlife #styleyourmind
#dreamjobmakers #girlboss #socialmediamarketing #digitalmarketing #mompreneur #ladyboss
#socialmediamarketing #Marketing #digitalmarketing #girlboss #QOTD #SMM #socialmedia #onlinemarketing #seo #Contentmarketing
#onlinepromotion #entrepeneur #mompreneur #momboss #branding #business #Facebook #instagram #news #srudukfollow #twitter
#WAHM #smallbiz #mombiz #networkmarketing #MLM #podcast #startup
#smallbiz #girlboss #mycreativebiz #liveauthentic #livefolk #thatsdarling #visualcollective #flashesofdelight #abmlifeiscolorful
#livethelittlethings #darlingmovement #nothingisordinary #smallbusiness
#creativehappylife #TNCHustler #communityovercompetition #creativepreneur #creativityfound #abmhappylife #instagramtips
#instagramforbusiness
#femalentreprenuer #motivational #girlboss #thatsdarling #pursuepretty #abmhappylife #cute #mondayvibes #diyprojects
#creativebusiness #creativepreneur #abmlifeiscolorful #seekthesimplicity #girlbosssocial #girlbosslife #getshitdone #mompreneur
#digitalmarketing #digitalmarketingstudent #smallbusiness #mombiz #startupnation #WAHM #SAHM #socialmedia #momboss
#bossbabe
Days of the week hashtags
Monday
#motivationmonday
Tuesday
#techtuesday
Wednesday
#wednesdaywin #Humpday #wednesdaywisdom
Thursday
#ThriveThursday
Friday
#FollowFriday #Friyay
#HASHTAG SETS

23. As a social media company, it would be ideal to
collaborate with a social media entrepreneur who
already has a large audience. This person would
be niche in their industry either Facebook Ads,
Instagram Strategy, or LinkedIn publication, and
would be able to provide a large amount of insight
on their area of expertise to our audience.
Promotion on their accounts would allow our
accounts to grow from the promotion, give our
email list a boost to new subscribers, and often
times lead to new product collaborations that both
audiences can benefit from.
INFLUENCER
COLLABORATION

24. EDITORIAL CALENDAR
AUGUST 1-31, 2017

26. SAMPLE INSTAGRAM CONTENT
SEE CONTENT CALENDAR 8/5/17
• TARGET AUDIENCES USING
HASHTAGS & OUTREACH
• SEND THROUGH LINK-IN-BIO
• LANDING PAGE TO LINKTREE
• SELECT TO DOWNLOAD
• CAPTURE EMAIL ADDRESS
• SEND TO DOWNLOAD PAGE
• SEGMENT EMAILS IN CRM

27. SAMPLE FACEBOOK IMAGE AD CONTENT
SEE CONTENT CALENDAR 8/1/17
• TARGET AUDIENCES FOR LEAD GEN.
• SEND THROUGH LINK TO BOOK ON
FACEBOOK DIRECTLY
• CONNECT THROUGH MESSENGER
• CONFIRM APT. VIA EMAIL & TEXT
• SET REMINDER FOR 24 HOURS
• 30 MINUTE FREE CONSULTATION TO
REVIEW BUSINESS GOALS, TRIED
TACTICS, AND GIVE EXAMPLES
• ATTEMPT TO UPSELL TO SERVICES
• SET SECOND CONSULTATION
FOLLOWUP IF NO SALE
• IF SALE - SEND TO THROUGH
ONBOARDING

28. SAMPLE LINKEDIN CONTENT
SEE CONTENT CALENDAR 8/12/17
• GOAL IS TO BEGIN INFORMING
AUDIENCES OF WHAT LET’S BE
SOCIAL OFFERS.
• THROUGH REPEAT CONTENT,
THOSE WHO FIND THE
BUSINESS ON LINKEDIN WILL BE
ABLE TO UNDERSTAND HOW IT
CAN BENEFIT THEM AND THEIR
BUSINESS
• PROVIDE OUTSOURCING
• CONNECT TO PARTNER FOR
CONTENT ARTICLE WITH OTHER
COMPANIES

29. AMPLIFICATION
STRATEGIES
AUGUST 1-31, 2017

30. FACEBOOK
Growth is imperative so the
amplification strategy will
heavily promote opt-in
content, live video, and cross
promotion to other channels.
To cut through the noise, LBS
will use dark posts to
resemble page posts as an ad
strategy for opt-in content
and client bookings.

31. INSTAGRAM
August will be a growth month on IG as
the current page is empty. About 30
pieces of content will be preloaded, all
using different arrangements of popular
hashtags potential clients may use.
Starting 8/1, solid hashtag formatting
will begin, live broadcasting and
trainings will begin, and lead generation
from engagement marketing will take
place.
We will be heavily focus on engagement
marketing and outreach moving
forward to consistently appear in
newsfeed despite any algorithm
changes.

32. LINKEDIN
Many brands are inconsistent or have
little presence on LinkedIn. This is our
channel to shine and connect with
other brands for cross promotion,
partnering, and guest posting. This is
where we will connect not only with
individuals, but also other brands that
can outsource their Facebook Ads,
funnel building, and email strategies
to LBS.
The goal is complete content
consistency. Lot's of following, sharing,
and outreach from the company
page.

33. BUDGET STRATEGIES
AUGUST 1-31, 2017

34. SAMPLE LINKEDIN BUDGET

35. SAMPLE FACEBOOK BUDGET