Content & Social Media Strategy

Content & Social Media Strategy

Social Media Recommendations………………….….…4 Content Recommendations ………………..10 Other Considerations………………….…....14

TABLE OF CONTENTS:

This chapter contains a specially designed approach for social media maintenance, updates, and overall strategy to support the content infrastructure of your business.

CHAPTER 1:Social Media Recommendations

// Page 4

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 connect with potential clients in the San Diego area

through the promotion and distribution of useful, engaging content.

– 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 gain at least 8 non-spam followers per month– To follow 5 new users per week

• Updates: – Experts agree that 5-10 updates daily s the optimum

number of tweets. – To maintain convenience, CSAM will start at 1 tweet daily,

with an expansion goal of 3 tweets daily.

– 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)

Social Media

// Page 5

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.

Social Media

Twitter 101

// 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 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.

// Page 7

Social Media

Tip: Use Bit.ly to shorten links so they fit in a tweet!

• 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

multi-media 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.

Social Media

// Page 8

Facebook

Facebook is the largest, most active social media site, and the most popular way to

build an online presence.

Social Media

// Page 9

Facebook 101

• 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.

• 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– Build a trustworthy reputation by providing free,

engaging content such as ebooks and blog posts to online prospects.

– Maintain a consistent blog schedule and consistent blog post format(s).

– Create (and maintain) one form of lead generation content for each stage of the buying cycle—Prospect, Lead, and Client.

• Updates– 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.

CHAPTER 2:Content Recommendations

// Page 10

• 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

Content

// Page 11

Blog 101

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:

• 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!

Content

// Page 12

Lead Generating Content

ProspectA potential client

that could be interested in your services

LeadA potential

client that has shown interest

in your services

ClientSomeone

currently using your services

Content

// Page 13

Lead Nurturing ContentLead 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.

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

Consistency!

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.