Join Brad Batesole for an in-depth discussion in this video Building a social media marketing plan, part of Online Marketing Foundations.
- Historically, online marketing was a fairly one-sided approach. Businesses pushed ideas out and consumers passively received them, but that landscape has shifted. The internet has become extremely interactive and social media has created a new style of communication and there are now billions of conversations happening online. People are discussing popular news articles, sharing photos of their pets and even engaging with brands and it all feels relatively natural to the consumer. It's just part of how the web operates. All of these conversations, however, present exciting opportunities for marketers. We can join in on a conversation to drive brand awareness or create our own conversations and empower our customers to do the marketing for us.
Done right, social media has the potential to transform your business. However, it'll require a good strategy, some creativity and a little bit of luck. Done wrong, and social media might bring unwanted attention which could potentially harm your business or your brand image. Typically when we talk about social media we're talking about the organic natural approach to distributing content, but it's more than just sharing updates, because people share so much information on social media, we can buy some of the most targeted advertisements available on the web. Looking to sell a product to a new mom? Facebook has a targeting option for that.
Want to offer help when a customer is complaining about your brand? Twitter has a search feature for that. For many brands, social media will be a must have component of their digital marketing strategy. Your social media might feature the major networks or it could be as simple as a blog, a customer forum or a small NESH bookmarking site. In this chapter, however, I'll be focusing on marketing with the big four platforms. Facebook, Twitter, LinkedIn, and Pinterest. These four networks are not the same. Each has its unique and its own best practices, style and audience. So keep this in mind as we develop or plan.
Your social media plan will simply expand on the marketing plan we designed at the start of this course. I'll show you what I mean in just a minute, but first I want to clarify a few things. So open up a new document or pull out a piece of paper and make note of the following. How much time can your team spend on social networks? You want to plan on at least an hour a day. You've got to remember that you need to write copy, design or find images to support your message and then evaluate results so you can improve the strategy. Next, think about what resources you have available. Are you doing this yourself? Can you train someone on your team to help you? Will you hire a freelancer? Once you factor in the time requirement, you might decide it's worth to pull in some more help.
Finally, pencil out your budget. What are you planning to spend? Even if you're not doing any paid advertising, make sure you still factor the time you or your team will be spending. Calculate the hourly rate and then include that as part of your spend. If you are doing paid advertising I would try to allocate at least 500 dollars a month, especially at the start when you're trying new things and exploring how your spend is most efficient. So at this point, let's pull up one piece of the strategy we built earlier. Here we listed three channels and the three medias for an audience segment.
For our social media plan we need to expand on these ideas even further. So one part of our plan is to post three times a week on the supplement H+ provides. For that idea start by defining the budget, the action items, the schedule and your KPI's for each. How you decide to build your plan will be unique to your work flow, but always design your plan with the idea that you want to test new concepts. So if we were posting three times a week, I might try posts with images, without images and in different time slots. Analyze the results and adjust the plan to align with your findings.
Everything we've done up to this point has been for a specific audience and social media is no different. Be sure you're talking to a specific audience and not being too broad on your approach. Social media is a moving target. If you're able to adapt and scale along side of it your brand will benefit in the long term.
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- What is online marketing?
- What makes a website effective?
- Working with a designer or developer
- Creating engaging web copy
- Understanding online analytics
- Using goal and event tracking
- Exploring the conversion funnel
- Defining key performance indicators (KPIs)
- Understanding SEO techniques
- Conducting keyword research
- Creating a content strategy
- Leveraging local SEO
- Understanding who's on social media
- Marketing with Facebook, Twitter, LinkedIn, and Pinterest
- Creating compelling video marketing campaigns
- Building an email marketing plan
- Measuring the success of your marketing efforts
- Setting up a blog
- Running A/B marketing tests
Skill Level Beginner
Q: This course was updated on 03/08/2016. What changed?
A: We updated six movies to keep current with the latest interfaces in Google Tag Manager, Google Keyword Planner, Facebook, Twitter, and LinkedIn. Brad also added one new tutorial on setting up a blog.
Q. This course was updated 03/21/2017. What changed?
A. The following topics were updated: installing Google Tag Manager, using goal tracking, looking at a conversion funnel, looking at attribution models, leveraging local SEO, introduction to search and display, launching display search ads, and deciding to use remarketing.