HOW TO WORK SMARTER

RATHER THAN HARDER ON

SOCIAL MEDIA

Strategy

Build

Engage Convert

USING SOCIAL MEDIA TO GROW YOUR BUSINESS

Best Practice

How to

Strategy

I’M GOING TO SHOW YOU… u  How to develop a social media

conversion funnel for your business u  How to transform your social media,

website and email marketing into a lead conversion machine

u  How to automate aspects of your social media without looking like a robot

u  How to leverage your content to give you more bang-for-your-buck!

YOU ARE ACTIVE ON SOCIAL MEDIA, BUT NOT QUITE

GETTING THE RESULTS YOU EXPECTED FOR ALL YOUR

EFFORTS

YOU ARE KEEN TO ESTABLISH A SOCIAL

MEDIA PRESENCE BUT YOU HAVE NO IDEA WHERE TO

EVEN START!

SOCIAL MEDIA SHOULD FROM PART

OF YOUR OVERALL SALES FUNNEL

LOST CUSTOMERS

THE SOCIAL MEDIA CONVERSION FUNNEL

Awareness

Attract Access

Affinity & Authority

Assist Action

Advocacy Amplification &

Authenticity

S S = Social Media

E E = Email Marketing

C C = Content

A = Social Media Advertising A

A

A

A

A

UNIQUE CONVERSION JOURNEY

ASSET-BASED MENTALITY TO

AUDIENCE DEVELOPMENT

THE SNOWBALL EFFECT

Your Audience

Your Audience

Advocacy Amplification &

Authenticity Your Audience

Advocacy Amplification &

Authenticity

ROI ROI

ROI

Advertising

Advertising

DEVELOP A MULTI-CHANNEL AUDIENCE

Audience

Social Media

Email Subscribers

EDITORIAL MISSION u  A boundary you create that

determines what content you are going to create, source and share

u  Provides a framework for the kind of content you will say ‘yes’ or ‘no’ to

u  Answer the following questions to establish the editorial mission for your business:

v  What have you got to offer? v  To whom? v  What outcome can they expect?

BUILD AN AUDIENCE THROUGH CONTENT 1.  Create useful and relevant content that is housed on your website 2.  Convert the traffic to that content into social media followers and/or

email subscribers (i.e. develop an audience) v  Social plugins v  Targeted opt-in offers (e.g. downloads, video tutorials, competitions, etc)

3.  Create more content v  On your website (e.g. blog posts) v  Social media specific (e.g. engagement posts, images) v  Email exclusive

4.  Share content with your social media followers and email subscribers 5.  Engage with your audience, consistently providing value 6.  Repeat, repeat, repeat… 7.  Monitor which content performs best and why – do more of that! 8.  Share and promote conversion opportunities to your audience

LEAD GEN, NURTURING & CONVERSION

Lead Generation Nurturing Conversion

Website

Social Media Email Marketing

Physical Location

WEBSITE, SOCIAL MEDIA & EMAIL

LEAD GENERATION

WHAT VALUE DO YOU HAVE TO OFFER? u  Why should people Follow your business on social media?

v  Receive the latest news v  Get discounts and special offers v  To learn v  Something else that provides

significant value to your ideal customers?

u  Why should people Subscribe to your business? v  Vouchers v  A free eBook v  An entry into a competition v  A training video v  Something else that your ideal

customer is desperate to gettheir hands on?

VALUE EXCHANGE OPT-IN

COMPETITIONS

SUBSCRIBER OPT-INS

TARGETED OPT-IN

High Perceived Value Relevant Opt-in

Offer

NURTURE THROUGH CONTENT u  Share content that is timely, useful,

provides value and is relevant to what you ultimately wish to sell, without it being a sales pitch

u  Find the medium that you are most comfortable with

v  Blogging v  Video v  Photos or images v  Audio

u  Your content should complement your free giveaways and paid products and services

u  Share a balance of yours and other people’s content

NURTURE THROUGH ENGAGEMENT u  Engagement builds:

v  Trust v  Credibility v  Authority v  Relationships v  Connection v  Belonging v  Much more…

Follow (some unfollows)

See status updates

Engage

Purchase

CONVERSION PATH

Opt-in (some unsubscribes)

Receive emails

Engage

Purchase

Social Media Follower

Email Subscriber

Follow (some unfollows)

See status updates

Engage

Purchase

CONVERSION PATH

Opt-in (some unsubscribes)

Receive emails

Engage

Purchase

Social Media Follower

Email Subscriber

CONVERSION u  Apply a multi-channel approach to

conversion u  Make it as easy as possible for people to

do business with you: v  Offer something enticing v  Share full details of what you have to offer v  Provide a one-click option to purchase

BATCH YOUR CONTENT DEVELOPMENT,

SOURCING & SHARING

DEVELOP AN EDITORIAL CALENDAR FOR YOUR BUSINESS

INTEGRATE SOCIAL MEDIA INTO

EVERYTHING THAT YOU DO

BLOCK TIME IN YOUR DIARY FOR SOCIAL MEDIA PLANNING

EVERGREEN CONTENT u  What are the dreams, aspirations and

concerns of your customers that are relevant to your business?

u  What are they likely to Google? u  What would it be useful for your customers

to know? u  What is currently your most popular content? u  What are your most frequently asked

questions? v  In person v  Online v  Email v  Website search queries v  Other touch points v  Ask people!

TIMELY CONTENT u  World events, which are relevant to your

business or community v  e.g. World Cup or Valentines Day

u  Local events that are relevant to your business or community

v  e.g. A street festival or Circus coming to town

u  Industry or niche events that your business is involved in

v  e.g. Conferences or trade shows u  Business activities

v  e.g. Product launches, special events, delivery of research findings

DEVELOPING CONTENT u  Map all of the relevant activities and events on a calendar u  Create monthly or weekly themes around events and activities u  Brainstorm high quality, valuable content topics you could create

content for around each of these themes u  See what content you have already got that can be repurposed

v  e.g. Presentations, fact sheets, FAQ’s, instructional videos, interviews, etc

u  Determine the best format for content, using multiple formats for each topic where possible to further leverage your content

u  Develop the content!

SOURCING CONTENT u  Sharing ‘relevant’ content from other sources can be as valuable

as creating it yourself and a great strategy if you don’t have capacity to create a lot of content

u  Develop a list of “approved” websites, businesses and people to share content from

u  Set up content feeds: v  Within your social media newsfeed v  Social lists v  Social searches (e.g. Hashtag feed on Hootsuite) v  Feedly v  Google Alerts v  Email subscriptions v  Publications

HASHTAGS #RSDAus #RSD #RecordStoreDay

#RecordStore #music #records #vinyl #vinyljunkie #vinylculture #vinyladdict #vinylcollection

#ilovevynyl #records #recordcollection #recordhunter #cratediggin #cratedigger

#nowspinning #turntable #turntables #dj #scratch #headphones #mix #remix #oldschool

#music #ilovemusic #instacomp #facebookcomp

VISUAL CONTENT u  Develop visual branding

guidelines (colours, fonts, filters, etc)

u  Take photos of everything! u  Source royalty free images u  Source quotes or tips that can

be converted to visual content u  Use tools like canva.com or

wordswag to create engaging images

u  Invest in images (if possible)

CONTENT REPOSITORY u  Create a content repository system for your business that all

members of your social media team can access and contribute to u  Include a spreadsheet of the content you wish to share on social

media, including: v  Blog posts (yours and others) – indicate whether or not they are

evergreen v  Engagement posts v  Tips v  Calls-to-action (e.g. opt-in offers & sales messages) v  Relevant hashtags for each post

u  Include a list of “hashtags” to use when sharing u  Include a list of “approved” websites to share content from u  Include a folder of images to share on social media

SCHEDULE u  Plan what you are going to share in advance

v  Schedule evergreen content to be shared more than once u  Schedule content for the optimal time and within context

v  Consider handing over this task u  Use scheduling tools, either directly within the platform or via a 3rd

party tool: v  Hootsuite v  Sprout Social v  Social Oomph v  Buffer v  Via a content sourcing tool (e.g. Feedly)

u  Set notifications to ensure you can respond in a timely manner when people engage with the content you share

u  Supplement content with real-time ‘live posting’ v  e.g. posting at an event you are attending

PRO-ACTIVE ENGAGEMENT u  Pro-actively connect with and

develop relationships with other people and businesses

u  Target business, people and groups that attract your ideal customers (i.e. your potential audience)

u  Leave digital footprints behind by engaging with other people’s content

v  Increase awareness of your business

v  Develop relationships

Your Potential Audience

Their Audience

Your Audience

Your Potential Audience

Join Conversations

Online Relationship

Offline Relationship

Connect

Social Media

Profiles

Shared Connections

Groups

REACH OUT

STRATEGIC USE OF SOCIAL MEDIA TIME Developing

Content

Sharing Content

Engaging in conversations

Listening Pro-active

Real-time

Consumption

Allocate Time

Notifications

$397

or 2 x $210

IMPACTIV8.COM.AU/SMS