A Checklist for Social Media Marketing that Actually Helps

Imagine you’re Captain Jack Sparrow. You’re half-drunk on rum, half-aware of your surrounds. And all you know is you want your ship. And more rum. But oh, how to find it (the ship, that is)? Alas! You remember you have a secret compass, which will lead you to your lady love, your beautiful ship. Checklists are like that. They’re the compass that can point you in the right direction. Only online, they can be pretty hit or miss. Some are more thorough, like this one. While others are so short they honestly miss out on a ton of valuable information you need to reach your final destination. For all intensive purposes, this blog is written with the beginner to intermediate level social media account holder in mind. With it, we hope you’ll find a hidden compass, navigating you in the direct direction toward buried treasure. Namely, your organized sanity. Behold! A Checklist for Social Media Marketing that Actually Helps!

Feel free to skip around to the H2 Red Titles that will help you the most.

Let’s hop in.

1. Get Started in the right direction

First off, we need to review a few high-level items. As a business owner, marketer and/or social media account manger you’ll need to know and explain your business very well to your audience online. That means you’ll need to go back and make sure your overall branding is so easily digestible a fifth grader looking at your site for just 5 seconds could understand the gist of your company. This might sound kind of weird at first, so let’s take a second to unpack it.

Your “What” and the StoryBrand Approach

StoryBrand encourages owners and marketers to keep branding collateral simple because we want to hold our customers attention and not confuse them. At Caffeine Marketing, we suggest running all the copy and design on your websites, emails, etc past a few people who only look at it for 5 seconds. If they can absorb the gist of what you do in that short amount of time, you’ve won. You’ll be able to capture the attention of your audience. That’s because statistically they only spend 4-5 seconds on a company’s IG account before moving on. Creating a concise way of describing how your customer will benefit if they work with your company is key. If you want to draw them into the ways they can become the hero of the story (by using your company’s product or service, of course), keep it simple.

You can read more about how we help our customers work through these principals in depth here, blahblah.

Next, establish your “Why”

Specifically, jot down your “why” for wanting to create or grow a social presence. Whys are different than goals. Whys help you acknowledge and continue on in your goals. Goals are endpoints to help you reach your vision. Knowing your Why will help you begin to implement a strategic path to success for your goals. Otherwise, your approach may begin to fall flat and you may loose momentum in hitting your target goals. Our Why at Caffeine Marketing is that we think it’s wrong that company’s loose money on marketing. We want companies to experience a massive lift in revenue using the StoryBrand principals. Therefore, we want to have a successful social media presence and campaign so that our customers experience the revenue lift we know they can have.

It’s important to establish your social media Why to move you into the next level of achieving more out of your online social goals.

Here are a few diagnostic questions to discovering your why:
What’s valuable to you as a marketer?
What’s valuable to your clients and customers?
How do you want people to feel when they see your social media pages and landing pages?

The moment you merge your distinct hopes for your clients and customers with the goals for your social media is the second you’ve hit on your why. This is important because when you believe in what you’re doing (using your why), it’s easier to get where you’re going (using your goals). All this is foundational information that comes into play as you begin working through the nuts and bolts within Part 2.

Not every company can implement a successful social media campaign on their own. Between finding time to cover the work, researching the needs and setting up a successful ad campaign, it’s a lot. Don’t loose out on those hot leads, friends! If you’d like to learn more about how to grow your company’s revenue using social media, email us and get our book.

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2. know your audience and Select Your Content Strategy

It can be challenging to nail down a social media content strategy to entertain, inform and hopefully capture your audience’s attention. But it’s a vital part of your checklist. Really, there are just a few things to keep in mind, and it all starts with knowing your audience.

your audience and where they go online

Before working through your content strategy, you need to ask yourself a few objective questions regarding your typical customer and your target audience.

Promo Republic gives these 3 main questions to ask yourself when discovering who your target audience is:

- What age group are you typically selling too?
- What’s their income on average?
- What are their similar likes and dislikes?

Information from diagnostic questions like this are what we need in order to begin the content strategy process. But we still need to learn more about where our customers are online before we can do any content strategy.

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Facebook is still the most widely used platform, and chances are your company is already on it. But there might be another platform almost equally as helpful for your business, such as LinkedIn. That said, company’s do not need to be on every platform because their potential customers mainly use specific platforms. The platforms you decide to use for your business should depend on your target audience and business type (see below). In the end, you’ll only need to maintain certain platforms well in order to see results.

Facebook - Amazing for B2C, but great for B2B as well
Instagram - B2C and B2B
Pinterest - B2C
SnapChat, TikTok - B2B, B2C, younger consumers
YouTube - B2B
Twitch - B2B, B2C
LinkedIn - Arguable the best B2B platform
Twitter -B2C and B2C
***TikTok - B2C

Hopefully, based on this information, you’re ready to move forward with either setting up or strengthening the proper accounts for your business.

Don't sleep on TikTok - top-social-media-apps-us-q1-2019-downloads.jpg

***PS: Let’s talk about Tiktok really quickly before moving on. (This is off topic so skip past it if you want… I find it fascinating.)

Tiktok is based out of China and is sort of a new version of Vine (RIP). The app was a top download in Q1 of 2019 so don’t sleep on it. TikTok “users skew young, with 41% of them aged between 16 and 24” (Chad Beer). According to Social Report, there isn’t an ad platform on TikTok, but it has huge potential for influencer marketing.

Want to learn more about how you can utilize influencer marketing in your social media campaigns? Check out our posts, Influencer Marketing on Social Media and How Much Should You Pay A Social Media Influencer to learn more.

Content Strategy

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For the most part developing a solid content strategy is based on the goals you want to achieve.

Maybe you want to develop an authoritative voice on social media. Or, maybe you want to bring in more customers for a specific product you sell. Whatever your goals may be, you’ll need to specifically write out what’s most important to you to help you stay focused.

Example of Goals

Once you’ve got your goals situated, you can consider how to get there.

Let’s say you own a growing hair salon company and you desire to increase sales at a new location using social media. You’re already posting cute before/after pictures of your clients, but you’re not seeing the conversion rate you want. You’re strategy might involve creating paid ads for Facebook as part of a much bigger strategy involving your conversion funnel. Get more information on developing your funnel and order our free book (above), 5 Simple Tips to Creating a Winning Sales Funnel.

Or, maybe you’re a local speaker and you’re already doing paid ads for your events, but your website could use some love. You could start adding organic content, like blogs to your page. Posting blogs twice a week to your site while also adding those blogs to your LinkedIN account will help the long-term growth of your page. Every unique share, comment and “like” makes you more relevant and slowly will help push you higher up in ranking on the google results page. Sound like a lot of work? It Is. You can read more about how a social media company can do this on your behalf in our blog, How Much Does it Cost to Outsource Social Media Marketing?

After you create your accounts and consider your social goals, you’ll need to do some further, strategic setting up. This includes, considering you design as well as two important tasks - 1) creating your hashtag and 2) following your competition.

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Hashtags

You’ll also want to do what all the cool kids are doing: create a #BusinessHashtag for your product and have your fans use it. Hashtags help create hype around a product. They initiate engagement and organic growth, leading to a sense of community and brand awareness. The key is to make them clear and be consistent with them. The hair stylist in the above example will need to use it in each post and have her clients use it too. The more it is used, the more content will be available for potential customers to look at once they click the #link. Spanx is #SpanxStyle, which is short and easy for both potential and real customers to use. We recommend going with something easily understandable over too clever and cute.

Follow your Competition

Don’t copy your peers’ work, just keep track of what they’re doing. That way you won’t miss out on opportunities to meet a wider audience. Trust us, you need to know how they’re doing on social. First of all, you want to have a different aesthetic than them. There’s lot of minimalists out there and you don’t want to accidentally be doing the literal exact same thing as them. Take away your account name and no one will be able to tell the difference. Plus, when you follow them, you’ll be up to date on the events, work and trends out there that you can respond too as well. In gist, you’ll get an opportunity to be a part of a community of local businesses like yours. Potential customers following them will likely notice you and maybe even follow you as well.

Next, we’ll talk about the tasks you’ll implement in order to reach your goals.

3. Set your Daily, weekly and Monthly Tasks

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The role of a social media manager boils down to: creating visually engaging content, publishing, monitoring and assessing. (These are the Big Three things I Focus on within each time frame)

Daily
1. Post to your platform pages, using Sprout Social or Buffer (We love these Top 5 Marketing Apps for Social Media Marketing.)
2. Engage! (Examples: Thank new Instagram followers with a welcoming/invitational DM. Update FaceBook’s Manager App and respond to in bound social media messages, comments, ect.)
3. Work on a blog post or optimize them for keywords using cognitiveSEO

Weekly
1. Run your social media analytics
2. Have your team members repost your blog or video content to their LinkedIn
3. Engage with Thought Leaders and share their quotes on social

Monthly
1. Promote a special product or event with a give away contest or influencer marketing
2. Report to stakeholders
3. Check in with the team for goals assessments

Quarterly
1. Check for your county’s local Best Of challenges and promote your company to qualify for top spots
2. Update the social media food and/or holiday calendar for the next quarter
3. Pull performance and check for missed opportunities and hitting KPI targets


Final Thoughts

Working your social media tasks is at minimum a part-time job. We want you to be stress-free, not overwhelmed with another marketing project. Achieve as much as you can with social media and have us do the heavy lifting. If you’re interested in learning more about all the service we can accomplish, click the button below.

Sources:
Section — 2. Know Your Audience and Select Your Content Strategy
Promo Republic - 10 Ways to Find Your Target Audience on Social Media
Sprout Social - Social Media Content Strategy
Pew Research, diagrams - "Adults using social media"

 

We’d love to hop on a call with you and talk through your pain points.
If you’re interested in working with us, click the button now.

Tanna Bagwell
Sales Representative, Caffeine Marketing
Other Blogging Work: False assumptions about Social Media Influencers