DEVELOP

Soci Media Strateg

y

DEVELOP✓ Create + Curate✓ Incentivise

DEFINE✓ Objectives & Metrics✓ STEPPS for virality

DISCOVER ✓ Customers✓ Competitors

Content Strategy

Create and Curate Content to attract,

engage, and convert customers

What you need to do

• TOFU content: Social Media Posts/

Blog Post (ie STEPPS)

• MOFU content: Blog Post/ Lead

Magnet/ Landing Page

• BOFU content: Offer/ Landing

Page/ Emails

TOOLS: Canva, LeadPages.Net,

Binkd.com

Social Media Channels

SOCIAL MEDIA CONTENT

Website Content (blogs, e-books, infographics) created

based on Top Keywords to improve keyword rankings

Web Content

Target Customers on Social Media with Shareable Content

ORGANIC SEARCH

Search Engine Optimised Content

Marrying Social + Search

Improves relevant keywords ranking

Use Social Channels to

Trigger Virality

TOFU/MOFU ContentBLOGGING + SOCIAL MEDIA

Content Marketing Funnel

Website Optimization

Fan ContentViral Content

Sales Offer

Lead Magnet + Landing Page

Customer FAQs, Forums, Emails

Loyalty Offers

Blogging Content Reader

Fan/ Follower

Website Visitor

Lead

Repeat Customer

Customer

Prospect

Brand Advocate

Viewer/ VisitorAWARENESS

CONVERSION

ENGAGEMENT

LOYALTY

Social Media Posts

Online AdsSocial Media + SEO

ADVOCACY

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Blogs are Search + Social

What is the Recipe for a Great Blog Post?

Source: https://www.skillshare.com/classes/How-to-Create-a-Recipe-Blog-Post-Using-a-Free-Recipe-Card-Plugin-within-WordPress%09/470306029

#1 Think of Your TopicTopic Example

Quiz Test Your Online Writing IQ

Sceptic You Don’t Control the Impact of Your Online Words Anymore Explainer The Online Writing Debate in Plain English Case Study How Mary Lim got a new job through blogging in three months

Contrarian Why Online Writing Skills Are Over Hyped How-to 21 Ways to Become an Online Writing Superstar How NOT to The Greatest Mistakes Made by Copywriters in Singapore First Person What I Did to Overcome My Fear of Social Media Comparison Social Media Marketing vs SEO: Which Is Better?Q&A Seven Most Common Questions on Social Media Marketing Data Digital Content is Taking the World by Storm says StudyMan on the Street Three Digital Marketing Experts Offer Tips on Viral ContentOutrageous Why Failing to Write Well Can Make You Lose MoneyBuzzFeed Style Outrageous

You Won’t Believe What This Man Did To Become The “Shakespeare” of Social Media

Insider Secrets The One Thing You Need To Know About Social Media (Never Before Revealed)

#2 Get Long Tail Keywords

http://lsigraph.com/

#2 Get Long Tail Keywords

#2 Get Long Tail Keywords

#3 Use Blog Title Generator

https://www.hubspot.com/blog-topic-generator http://seopressor.com/blog-title-generator/

#4 Research from

BuzzSumo for Facebook Headlines

http://buzzsumo.com/blog/most-shared-headlines-study/

BuzzSumo’s Most Shared Headlines on

Facebook

http://buzzsumo.com/blog/most-shared-headlines-study/

• Use “Will make you…”

• Emotional Headlines (tears of joy, make you cry, is too cute…)

• Curiosity and Voyeurism (what happened next, talking about it, are freaking out)

• Listicles Work

Choose Strong Headlines

Top Phrases Starting

Headlines on Facebook

http://buzzsumo.com/blog/most-shared-headlines-study/

Most Engaging

Numbers in Headlines on

Facebook

http://buzzsumo.com/blog/most-shared-headlines-study/

B2C

• Emotional Appeal

• Curiosity• Listicles• Gossip

and News

B2B

• How Tos• Practical

Use• Business

Insights• Trends• Listicles

#5 Choose a Strong Image

https://www.orbitmedia.com/blog/blog-image-best-practices/

Create Visuals with Canva

https://www.canva.com/

#6 Don’t Neglect Your Lead In

#7 Include a Call To Action

Paid Event sign-up

E-newsletter

• Intriguing & hyper-local headline

• Alluring photos

• Nice lead-in

• Add emotions

http://thesmartlocal.com/read/telunas-island

• Example of a “Q&A” type blog post

• Nice use of embedded video

http://www.riverpoolsandspas.com/fiberglass-vs-concrete-vs-vinyl-liner-inground-pools-

Headline Hero Image

Lead-in Sentence + Intro para Sub-Head 1 Paragraph 1 (feel free to add more images/ videos) Sub-Head 2 Paragraph 2 (feel free to add more images/ videos) Sub-Head 3 Paragraph 3 (feel free to add more images/ videos) Conclusion + Call To Action (CTA)

Exercise

Create and Plan a Blog Post! • Strong emotional headline• Use bullet points• 3 sub-topics/ heads• Insert a powerful image• Include a Call To Action (CTA)

20 mins

MOFU/BOFU ContentLead Magnet + Promotions +

Landing Page

Content Marketing Funnel

Website Optimization

Fan ContentViral Content

Sales Offer

Lead Magnet + Landing Page

Customer FAQs, Forums, Emails

Loyalty Offers

Blogging Content Reader

Fan/ Follower

Website Visitor

Lead

Repeat Customer

Customer

Prospect

Brand Advocate

Viewer/ VisitorAWARENESS

CONVERSION

ENGAGEMENT

LOYALTY

Social Media Posts

Online AdsSocial Media + SEO

ADVOCACY

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Why Promotions + Offers?• Increase awareness and engagement

• Generate leads through a LEAD MAGNET

• Increase participation

• Drive conversion and purchase

• Encourage social sharing and WOM

Types of Giveaways and Freebies [B2B and B2C]

Books

Tools & Templates

Limited Time Period Trials [B2B]

Freemium Model

Types of Giveaways and Freebies [B2B and B2C]

Special Offers, Promo Codes and Coupons

Festive Specials

Source of promotion: https://www.facebook.com/OccupyDemocrats/photos/a.347907068635687.81180.346937065399354/1229104887182563/?type=3&theater

Anatomy of Contest

Terms & Conditions

Attractive Visual

Prize

Game MechanicsTargeted Audience

Message

Contest – Game MechanicsRefer-a-Friend + CommentVideo/Photo Contest

Contest – Game MechanicsLucky DrawVoting/Polling

Contest – Terms & Conditions

#1 On post

#2 On Google Doc

Crowdsourced Ideas/ Tips

Include Offers on Landing Pages

Anatomy of a Landing Page

Lead Capture

Form

Call to Action (CTA)

Unique Selling Point (USP) Focused Headlines

Click Triggers• Testimonials• Awards• Endorsements• Guarantees/

WarrantiesSocial Proofs

Customer Benefits

Over 100,000 households have installed our Solar System

Pro-Tips on Landing PageShowcase Target Audience Showcase Product

http://www.emoderation.com/facebook-globalpages/http://www.loganalexanderjohnson.com/myportfolio/mass-flex-landing-page/

Create Sense of Urgency

https://blog.indiemark.com/tag/sense-of-urgency/

Customer Benefits

http://www.wordstream.com/blog/ws/2015/09/02/landing-page-tips-and-tricks

Pro-Tips on Landing PageAction-Oriented Text Limit To Just One Action

Use Words that resonate with Your Audience. Eg

• Try Now

• Download Your eBook

• Book Your Place

• Sign Up For Free

189 words and phrases here: https://blog.bufferapp.com/words-and-phrases-that-convert-ultimate-list

Be Brief, Use Bullets & Boxes

App or Software?

DIY on Social Platform (eg Facebook)

Use of Promotion App/ Landing Page

Ease for Users Simple More Effort

Cost Cheap and easy Fees for use

Effort Needed Minimal Fuss More Effort

Tracking winners Difficult Easy

Displaying Rules Limited More Space

Member Acquisition

Difficult (“Like” Gating banned) Easier using platform

Virality Easier to Share Limited Social Sharing

Types of Apps For Lead Nurturing

LANDING PAGE APPS

• Lead Pages (https://www.leadpages.net)

• Instapage (https://instapage.com)

• Binkd (https://www.binkd.com)

EMAIL NEWSLETTER

• Mail Chimp (www.mailchimp.com)

Exercise• Create Landing

Page for a B2B/ B2C Business.

• Include lead magnet/ promotion/ offer.

20 mins

HERO IMAGES (Please insert) Lead Capture Form

HEADLINE

Sub headline (if needed)

Body Copy (maximum 3 short paragraphs, include customer benefits)

CALL TO ACTION (Action-Oriented Text, Showcase Product, Urgency)

Insert “Click Triggers” (eg testimonials, research data, awards, endorsements)

Insert “Social Proof” (e.g likes, shares etc)

Insert Call To Action (CTA) Button

BOFU ContentEmails

Content Marketing Funnel

Website Optimization

Fan ContentViral Content

Sales Offer

Lead Magnet + Landing Page

Customer FAQs, Forums, Emails

Loyalty Offers

Blogging Content Reader

Fan/ Follower

Website Visitor

Lead

Repeat Customer

Customer

Prospect

Brand Advocate

Viewer/ VisitorAWARENESS

CONVERSION

ENGAGEMENT

LOYALTY

Social Media Posts

Online AdsSocial Media + SEO

ADVOCACY

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What’s in an Email?

Parts of an Email• Send date and time: Every email has a time and date stamp

• Header: The “to” and “from” information for the email

• Subject line: Most people will decide whether to open, delete, or save an email based on the attractiveness of the subject line and sender’s identity

• Primary message: Embodied in the headline in the body of the email. Must correspond with subject line

• Body: The main part of the email which typically contains images and information

• Call to Action (CTA): Usually the most important part of the email. Can be “click here to sign up”, “learn more”, or “buy now”

• The footer: The essential fine print

IMPORTANT: Can-Spam Act1. Do not use false or misleading header information.

2. Do not use deceptive subject lines.

3. Identify the message as an ad.

4. Tell recipient where your company or organisation is located.

5. Tell recipients how to opt out of receiving emails from you.

6. Honour opt-out requests promptly.

7. Monitor what other agencies are doing on your behalf.

Best Practices for Emails

• Make Your Identity Known and Your Purpose Clear

• Keep It Visual – But Have a Backup Plan

• Call To Action Should Stand Out, and Needs To Link To An Associated Landing Page

• Subject Lines Must Be Relevant and Attention Grabbing

• Optimize for Mobile Devices

Make Your Identity Known

• Keep to the CAN-SPAM Act

• Find ways to improve trust

• People are more likely to delete emails from unknown or potentially suspicious senders.

Which would you respond to?

Keep it Visual with Backup Plan• Hire creatives to design

your email to make it attractive and relevant

• Some email clients are set to block images by default

• Observe how email would appear if the images are missing

• Avoid over-use of images as they may be flagged as spam.

Is this email visual attractive and relevant?

Call To Action (CTA)

• CTA must stand out • Linked to a specific landing

page that is clearly connected with the email

• For example, if your email has a unique offer (like 30% discount), the landing page that it goes to needs to convey that

• Maintain content scent

Is the CTA clear enough?

Subject Lines

Subject lines, subject lines, subject lines! Most critical email elements!

• Ensure subject line relevant to recipient

• Grab recipient’s attention

• Length plays a role, especially if the screen size is small

• Write for mobile users first

• Test out different variations (A/B testing)

Which would you click on?

Optimize for Mobiles

• Write shorter messages and sentences

• Design clear buttons and CTAs (large enough for fingers to tap on mobiles)

• Right look and feel• Landing pages to be

mobile-friendly (otherwise drop-off)

Types of Emails

• Sales: Targeted at new products or offer sales promotions

• Lead Generation and Acquisition: Focused on acquiring leads or prospects through offering a promotion, or a free service that they can sign up for

• Engagement: Build relationships. Updates on events and other activities, useful content to generate traffic and engagement.

• Customer Loyalty: Acknowledge patronage of customers and provide various offers and promotions or exclusive invitations

Sales Offer Email

Lead Acquisition Email

Engagement Email

Customer Loyalty Email

Exercise• Design a Winning

Email• Choose one of

the following options:1. Sales2. Lead Gen3. Engagement4. Loyalty

20 mins

FROM TO

SUBJECT LINE

PRIMARY MESSAGE (ie HEADLINE in body of email)

BODY OF EMAIL (Just one IMAGE and one paragraph, or 2 to 3 lines)

CALL TO ACTION (Action-Oriented Text, Showcase Product, Urgency)

FOOTER TEXT (Fine print, company info, location, unsubscribe text)

Delivery Rate = # emails delivered/ Total # sentOpen Rate = # emails opened/ Total # deliveredClick-Through Rate (CTR) = # link clicked/ Total # delivered

Click To Open (CTO) = # link clicked (by recipient)/ Total # opensConversion Rate (CR) = # purchased/ action (at website)/ Total # deliveredAdjusted Conversion Rate = # purchased/ action (at website)/ Total # click-throughAverage Order Value = Total dollar value spent tied to an email

Unsubscribe and Complaint Rates = Unsubscriptions or complaints relative to emails sent in a particular campaign

BONUS: Email Marketing Metrics

REST WELL AND SEE YOU!