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HOW TO MASTERYOUR SOCIAL MEDIASTRATEGY
ABOUT
Junior Designer at Design & Promote Previous position: Social Media Strategist
ERICA PACZKOWSKI
“Marketing without design is lifeless, and design with out marketingis mute.”- Von R. Gutschka
Start with the why NOT the howSource
Random AffinitiesTwo ideas + no obvious connection except audience = random affinity
We use random affinities to discover what our audience is interested in. We look at the individual as a whole not just what they click or buy.
Why this strategy worksReinforces a person’s faith in the decision that they’ve made to purchase your product.
Why did I choose this brand over this brand? I might only need to buy a car once, or a bike every few years…but a brand speaks to an individual’s ego. It becomes less about getting that sale and more investing in your why and connecting with your customer. source
From day-to-day interactions to social media, your company’s authenticity shows through everything you do.
7 Elements of Visual Storytelling1. Design2. Personalization3. Usefulness4. Personality5. Storytelling6. Shareworthiness7. Real-time amplification
Source: “The Power Of Visual Storytelling” by Ekaterina Walter & Jessica Gioglio
Be Social • Woof! Welcome to Design &
Promote.
• We celebrated Bring our Dog to Work Day.
• Erica brought in her dog Charlie, for the day.
• Thanks Boss! :)
CONTENT MARKETING
Create a CalendarCreate a calendar each month or for the year. Use excel tocreate a calendar. Keep it on your desktop or print it out.
What to Include:• Major Events• Blog topics—categorize them. E.g.,informational, promotional, clientsuccess stories.• Business Events• Work Anniversaries• Company Birthdays, etc...Lay it out!
INFOGRAPHICS• How to Catch a Leprechaun
Lead with Inbound Marketing
• Just in time for St.Patty’s Day!
• Drove traffic back to Design & Promote’s website.
• Provided SEO value by other sites linking back to the infographic as a resource.
visual.ly
E-BOOKS• The Science Behind Logo
Design
• Integrated with our email newsletter list.
• Drove traffic back to Design & Promote’s website
• Simple easy exchange.
• Just leave your name and email address, confirm you want to be on the list and receive our whitepaper The Science Behind Logo Design for FREE.
Download
BlOGS• Extremely valuable for meeting
SEO, Social Media & Online Marketing goals.
• Less expensive.
• Drives traffic back to website where leads can easily convert.
What to Blog About • Industry insights• Company news • New employees• Interview team members• Feature a client • Share a story• New product launch
• Case studies• Commentary• Awards & honors• Highlight a team member• New product launches• Upcoming events• Positive press
• Have a contest.
• Ask for your audience’s opinion.
• Share behind-the-scenes photos.
• Try video.
• Tell people to check you out on Facebook.
Engaging With Facebook Fans
• Posting depends on your business and who your target audience.
• If Facebook is your main marketing channel, then you should post at least once a day.
• You can easily check to see when your audience is active on Facebook.
• We find that weekends and after hours get the best response rates.
When to Post Debate
Check Facebook Insights
• Client: Naperville Ribfest
• Managed a team of photographers for the event.
• Managed the entire communication structure through Sprout Social.
• Regularly uploaded photos to the social media accounts during the day.
Client Example
Getting Started with Facebook Ads
20% text rule: Ads that have more than 20% of text in their image won't be approved to run on Facebook or Instagram. Too much text can look like spam and make people think that your ad is low quality. This also applies to cover photos.
Source
1. Optimize your profile for public searches2. Pick keywords your audience uses3. Give Recommendations 4. Blog and link back to your website5. Comment on content that is being shared in your network6. Make your profile visually engaging 7. Link your profile in emails that you send
Source
“When you look at what people are pinning, it’s more about who they want to be in the future.” Danny Maloney - Tailwind CEO
• Optimize your profile and verify your website.
• Add a Pin It button to your site to make it easier for people to share.
• When you add your own pins do it via a link from your website not an image on your desktop.
• SEO boost: Fill in a complete item description using the right keywords.
Getting Started on Pinterest
WHAT’S YOUR COMPANY’S THING?
THE D&P TEAM LIKES FOOD!
Tool: LaterLater helps you plan, manage, and schedule your visual social media posts and marketing campaigns.
Price: Varies
To date: The Free Plan comes with 30 photo posts/month, Search & Repost, 1 User, and 2 Social Profiles.
www.later.com
MORE TOOLS
Sprout Social • Great for scheduling posts
with images and responding to users across various accounts within the sprout social platform.
www.sproutsocial.com
• www.canva.com
• www.sproutsocial.com
• www.later.com
• www.buffer.com
• www.hootsuite.com
• www.ifttt.com
TOOLS continued…
VIDEO
Source: “The Power Of Visual Storytelling” by Ekaterina Walter & Jessica Gioglio
“YouTube is the world’s largest search engine after Google.”
Source: “The Power Of Visual Storytelling” by Ekaterina Walter & Jessica Gioglio
“Videos shot spontaneously and on the fly help engage your audience in real time.”
VIDEO continued…Which social networks to create videos on: • Facebook• YouTube• Instagram• Snapchat• And more!
• https://moz.com/blog/growing-your-audience-with-random-affinities
• www.designandpromote.com/blog
• https://blab.im/
• www.shortstack.com/
• Book: “The Power Of Visual Storytelling” by Ekaterina Walter and Jessica Gioglio
RESOURCES
ABOUT DESIGN & PROMOTE
• For more than 8 years we have been creating engine optimized websites that convert more visitors into customers.
• When you work with us, you work with a team of experts in graphic design, marketing, search engine optimization and social media.
• View our portfolio here.
GET ON OUR LIST!www.designandpromote.com/our-seminars/
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