- An eBook by Annaliese Henwood -

AN INTRODUCTION TO

SOCIAL MEDIAMARKETING

THE DEFINITIVE GUIDE TO 5 LEADING PLATFORMS

Copyright ©2016 Annaliese Henwood

All Rights Reserved

Please share with your friends and followers, but do not alter the information in this file.

TABLE OF CONTENTS

Chapter 1) Intro

Chapter 2) Twitter

Chapter 3) Facebook

Chapter 4) LinkedIn

Chapter 5) Instagram

Chapter 6) Pinterest

Chapter 7) Conclusion

INTRODUCTION

CHAPTER ONE

SOCIAL MEDIA MARKETINGIntroduction

You’ve taken the time to download this eBook because you likely want to know how to make the most of social media marketing. You’re likely looking for the best practices and tips for using social media for your business or for professional use.

You’re at the right place.

In this eBook, I lead you through 5 of the leading social platforms. I provide key information about each of the following elements:• Features• Benefits• Optimization strategy• Proper etiquette

You’ll find all the above for these social networks:• Twitter• Facebook• LinkedIn• Instagram• Pinterest

WHAT’S MISSING?The element I neglect

This eBook goes quite in-depth about social media marketing, but there’s one piece of content I missed…

I do not discuss paid social media strategy.

I plan to discuss that further on my blog, but until then, here are a couple resources you can check out:

• HubSpot’s Which Social Network Should You Advertise On?• Sprout Social’s Starter Kit: Your Guide to Social Media Advertising• Hootsuite’s A Beginner’s Guide to Social Media Advertising

If you’re looking for more platform-specific advertising articles, take a look at the resources provided at the end of each chapter.

$ $ $

Content TimingScheduling your activity

I know I provide all sorts of advice about these platforms and how to make the most of them, but I have to confess that these tips do not hold any guarantee.

This is especially true when I provide the best days and times to share content.

When you’re debating this issue, you have to keep the following in mind:• Where are you located?• Who are you trying to reach?• Where are they located?• What do you hope to achieve / what are your goals?• How does your target audience use the platform(s)?

Honestly, the best way for you to know what works for you is to do a little research as well as a bit of trial and error. Send out some updates and check your metrics to see how they did.

Use these tips as a starting point. If they work for you, that’s awesome. If they don’t, don’t worry. You’ll find the optimal schedule quickly if you keep track of and analyze your results.

The source of this data is a compilation organized by CoSchedule:What 10 Studies Say About the Best Times to Post on Social Media

Content TimingScheduling your activity

Get even more information about content scheduling and optimal timing through these valuable sources:

QuickSprout:What are the Best Times to Post on Social MediaJanuary 2, 2015

Fast Company:The Best (and Worst) Times to Post on Social Media (Infographic)September 25, 2014

Buffer:The Biggest Social Media Science Study: What 4.8 Million Tweets Say About the Best Time to TweetJune 25, 2015

***It’s important to pay attention to the date of the article as these statistics change regularly over time.***

TWITTER MARKETING

CHAPTER TWO

TWITTER MARKETINGThe key features you should use

Twitter is a fast-paced, quick-updates platform. Your tweets can only be 140 characters*, and your feed moves quickly with all the tweets users publish.

Some users tweet more than others, but if you follow a lot of accounts, be ready for a whole lot of tweets in your main feed.

There is a solution to that feeling of being overwhelmed by tweets though: Twitter lists. Create your own list(s) of select users you want to see tweets from. This will slow down the mass quantity of tweets you see.

*This feature may change. Twitter may soon have a much longer character limit. The potential update has been widely frowned upon by Twitter users, but it still might happen in the near future.

Continue to the next page for more features…

TWITTER MARKETINGThe key features you should use

What else can you find as a Twitter feature to use?

Let’s start by focusing on the tweet:• Hashtags connect your tweet to the rest of the users following that topic• Using links can bring users to your website or blog to improve ROI• Add images or video to increase engagement• Ask your audience for their input with polls

As for Twitter itself, these are just two of the features to try:• Twitter chats are real-time conversations about a set topic that usually

happen once a week/month.• Twitter advanced search is useful for finding and tracking specific topics or

user groups

Give these features a try when you use Twitter. Sometimes they work. Sometimes they don’t. Just make sure you’re tracking and measuring what you do.

TWITTER MARKETINGThe platform benefits to convince you

Twitter has some of the most useful benefits of all the platforms for marketers:• The fast-paced environment allows for lots of real-time conversations with

your audience.• It offers the ability for you to do great customer service for your customers as

you can respond to them promptly.• People are more likely to interact with your content on Twitter with retweets

and replies.• You can build strong relationships with your followers: including potential

customers and current customers.• You can also build a strong influence in your industry when you share content

of value in your tweets.• There are many services out there that can help you automate and measure

your Twitter activity for best results.

These benefits ought to convince you that Twitter is worth your time investment. It is a popular platform that many users find great because of it’s real-time conversations. Take advantage of this opportunity to communicate with your audience quickly and effectively.

TWITTER MARKETINGHow to optimize your profile and activity

Before you start tweeting, you need to set up an optimized profile. These are some key areas to pay attention to:• Your profile icon should be your company logo or a professional headshot of

you as an individual.• Your cover photo should be relevant to your company or industry, or you can

use it as an opportunity to promote an eBook or other offer.• Your bio needs to be optimized for search, so add hashtags that describe who

you are and what you offer.• Be human here. Add something funny or add your social media team’s

handles. Just make sure people see the human side of your company.• Your handle is permanent, so be careful when you choose one. Technically,

you can change it, but you’ll confuse your audience if you do.• When adding a URL, don’t use a shortened link, such as one from Bit.ly.

Instead, add a descriptive URL that isn’t extremely long.

Continue to the next page for more ways to optimize your Twitter strategy...

TWITTER MARKETINGHow to optimize your profile and activity

Now that you have a profile that people can find and follow, it’s time to start your activity. However, keep in mind these tips when participating on Twitter:

• You don't have to use a link or image every single time. Add some variety to your tweets.

• Images increase engagement, so make sure you share ones of value with your tweets. Have the proper image sizing: 1024 x 512 or 800 x 400 is best.

• Use shortened links rather than have the full URL cut off.• Don't overwhelm your tweet with hashtags. Use no more than 3 per tweet.• Only use hashtags when they're relevant and useful. If no one is following

that hashtag, don't waste valuable real estate on it.• Ask questions that show you care, especially ones that don't directly relate to

your business. You'll see your audience enjoys responding to questions when they can tell you're interested in their answers.

• Participate in Twitter chats, not to promote your business, but to increase influence in your industry.

TWITTER MARKETINGHow to optimize your profile and activity

The best days and times to tweet:

For B2B:Monday through FridayBusiness hours16% better results than on weekends

For B2C:Weekends17% better results than on weekdays

Wednesdays have the highest Click-Through Rate (CTR).Noon and 5pm have the most retweets.

TWITTER MARKETINGThe proper etiquette to follow

While you may often see recommendations that say you should automate your tweets, be careful. You can definitely use automation, to an extent, but always make room for real-time conversation.

When you take a moment to respond to people who reach out to you, you improve your reputation.When you take the time to reach out to others, you build stronger relationships and influence.

Twitter is not the place for broadcasting.It is not a press release platform.

---

On a different note: do you use direct messages (DMs) or plan to use them?You have to keep in mind that there’s a fine line between sending these DMs and spamming people.Use DMs to build relationships with each user as an individual. Customize your messaging for the user(s) you’re targeting.Don’t send out a generic message to anyone and everyone you want. Instead, be selective as to who you reach out to, and make the message fit the user.

If you don’t have time to create DMs of value, don’t use them.It’s best to use them correctly or not at all.

Continue to the next page for more etiquette rules to keep in mind…

TWITTER MARKETINGThe proper etiquette to follow

One last piece of advice involves your tweet activity:You’ll often see articles about how much self-promotion is okay and what your tweets should include. This is the rule I recommend: 70/20/10.

• 70% of tweets should provide content of value, such as blog posts and free resources.

• 20% should be real-time conversation, such as responding to users, reaching out to them, or participating in Twitter chats.

• 10% can be purely self-promotional, such as announcing new products.

Twitter is a social network, so building influence and relationships should be your top priority. Your followers look to you to be educated and entertained, not bombarded by company sales techniques.

Feed your audience with content they want to see, and they’ll be more likely to research your company further. This, in turn, can improve sales in the long-run with high-quality leads.

Robots are lifeless and boring. Don’t imitate that by being nonresponsive on social media.

People like talking to people, not getting ignored by robots.You need to have a strategy for how you’re going to communicate with users in real-time.

“ “

FURTHER RESOURCESBlog articles from industry leaders

Setting up your Twitter profile?Don’t neglect these factors Keyhole recommends:Optimize Your Twitter Profile to Improve Visibility

Want to know which Twitter chats to join?Use this handy list by Social Media Examiner to decide:25 Twitter Chats: Just for Marketers

Have you tried using Twitter’s advanced search?Make the most of that feature with these tips by Buffer:The Superhuman Guide to Twitter Advanced Search: 23 Hidden Ways to Use Advanced Search for Marketing and Sales

Do you know how to create an optimized tweet?Create a tweet that brings results, using these tips by Hootsuite:You Can’t Spell ‘Twitter’ without ‘Wit’: How to Write a Tweet to Engage Your Audience

Have you created a Twitter strategy?Don’t forget this key element when getting started on Twitter:Create Your Twitter Content Strategy

Want to try out Twitter advertising?Look no further than this HubSpot guide:The Field Guide to Twitter Advertising: How to Create and Launch Campaigns

FACEBOOK MARKETING

CHAPTER THREE

FACEBOOK MARKETINGThe key features you should use

Facebook has a huge audience because it offers so much to its users. Marketers, too, can find Facebook useful if you take advantage of its features.

Here are just a few of Facebook’s main features:• Profiles, Pages and groups• Notes for long-form content (available for both Pages and profiles)• Multi-form status updates:

• Images• URLs (links)• Videos• Milestones• Events• Offers…

Continue to the next page for more Facebook features…

FACEBOOK MARKETINGThe key features you should use

I recommend all companies and business individuals create a Page rather than a profile to maintain professionalism and access more features.

These are just a few things you’ll get with Pages that you won’t with profiles:• Pages have the ability to schedule content to go out in the future.• Pages have in-depth insight metrics to guide your activity.• You can customize the tabs on your Page(s) to include options, such as:

• Subscription form• Twitter feed• Download link• Contact form…

• You can add a Call-to-Action (CTA) button, such as “Sign Up!” to appear above the menu on your Page.

Take advantage of these handy features to make the most of your Facebook marketing.

FACEBOOK MARKETINGThe platform benefits to convince you

You may know this already, but Facebook has a big problem for marketers:

It’s organic reach is almost nonexistent.

Say you have 100 fans. Your organic content will likely only reach 10-20 of them unless you spend the money to boost your post or advertise.

It’s unfortunate Facebook pretty much requires you spend money, but the platform’s large audience makes it worth it in the end.

Facebook is the largest social network. It has a wide range of demographics that marketers should definitely consider approaching.

Another reason why you should give Facebook a try is:

The ease of use

Facebook Pages are easy to set up and maintain. You have everything you need right in Facebook itself.

If that’s not enough incentive to join Facebook, you’ll likely need to move on to another platform. However, you’ll be missing out, even as a B2B.

FACEBOOK MARKETINGHow to optimize your profile and activity

As with any social network, your success depends on how you use it. This includes both your Page setup and your activity.

First and foremost, you need to set up your page to the fullest with optimal, relevant content.

Follow these suggestions to get it done correctly from the start:• Create a custom, short URL based on your Page name• Add a short description that grabs visitors’ immediate attention• Include a phone number, even as an individual (use Google Voice to create a

separate phone number to maintain security), as well as your website• Tell visitors what you have to offer via the “Products” section• Give visitors a way to get in touch directly by adding an active email address• Connect visitors to your other social platform accounts• Use the mission or long description section to explain your Facebook Page

rules for visitors• Add your hours of operation and location, when applicable

Only after you’ve finished creating your Page can you worry about posting content.

Continue to the next page for more ways to optimize your Facebook strategy…

FACEBOOK MARKETINGHow to optimize your profile and activity

Facebook is a casual, fun platform. Users are looking for Pages that show humor and a more human side of the business world. Keep that in mind when deciding what content to share and how.

Here are just a few content types to experiment with:• Fun company facts and staff photos• Contests and quizzes for your audience• Photos that coincide with trending topics, such as Throwback Thursday• Company milestones, such as reaching 1,000 fans, including a note of thanks

or even free gift for fans

There are specific elements to a Facebook post that you must optimize to see any benefits:• Posts don’t have a character limit, but it’s important to make your point

quickly. You can be more thorough than on Twitter, but the best post is a concise one.

• Many of your fans will prefer visual posts, so share images that help emphasize the point you’re trying to make.

• Share links, but don’t forget to remove the URL after the preview appears.• You have the option to choose the image that appears in the preview,

even if the link goes to someone else’s website. Use this to your advantage.

• Ask questions to get more fan interaction.

FACEBOOK MARKETINGHow to optimize your profile and activity

The best days and times to post on Facebook:

Weekends get the highest engagement.Mondays through Wednesdays are the least engaging.

You’ll have the highest CTR at 3pm.You’ll get the most shares at 1pm.

FACEBOOK MARKETINGThe proper etiquette to follow

While I did say that Facebook is a casual platform, there’s a fine line between casual and inappropriate, especially for a business.If you want to do Facebook marketing effectively, you need to follow these guidelines:• Share content that is relevant to your industry. People chose to follow you

for a reason, so if you go off-topic, you’ll risk losing your fans. Exceptions:• Holidays• Trending events• Milestones

• Don’t ignore those who engage with you.• If they comment, write a reply.• If they direct message you (which you should allow in your Page’s

settings), promptly send a response. Facebook rewards Pages that are prompt.

• If they mention you in a public post, write a comment on it.• If they write a positive review, thank them.• If they write a negative review, respond with helpful concern.

• Create your Page to benefit your fans first before your business.• Don’t overly self-promote. The majority of your content should be helpful to

your audience.• Share content and write in a way that demonstrates the human side of your

business.

As human beings, we thrive on interpersonal communication. Don’t upset your fans by ignoring them when they reach out. Give them your time of day by responding with genuine interest.

My advice for optimizing your page’s activity is simple:

Be human.“ “

FURTHER RESOURCESBlog articles from industry leaders

Have you been taking advantage of all the Facebook features?HubSpot provides a list of some of the neglected features to try:12 Secret Facebook Features Every Marketer Should be Using

Are you hesitant to be on Facebook in the first place?Brian Honigman gives you some of the biggest reasons why it’s worth your time:Why Content Marketers Should Double Down on Facebook in 2015

Setting up your Facebook page?Don’t get started without checking out this Buffer guide:How to Create and Manage the Perfect Facebook Page for Your Business: The Complete A to Z Guide

Think you’re ready to get involved on Facebook?Make sure you follow the rules HubSpot discusses in their article:13 Things NOT to Do on Facebook

Thinking about how to use advertising on Facebook?Kim Garst has a free guide to help you get started on the right track:The Ultimate Facebook Ads Jumpstart Guide

LINKEDIN MARKETING

CHAPTER FOUR

LINKEDIN MARKETINGThe key features you should use

LinkedIn serves as a professional hub for businesses and individuals alike. It has been widely embraced by B2B companies and individuals seeking to build a professional foundation or resume online.

It has a lot to offer users, not just B2B companies but also B2C and organizations as well:• Create long-form content via LinkedIn Pulse• Contribute to LinkedIn groups• Integrate your SlideShare content to your profile• Search through the job board or add new openings• Set up a company page• Share company page updates via your profile account

Continue to the next page for more LinkedIn features…

LINKEDIN MARKETINGThe key features you should use

With a profile, you can fill it with anything and everything about your career and interests. You have plenty of sections you can fill out:• Contact information• Summary• Experience• Skills• Projects• Publications• Education• Much more…

With a company page, you can increase your business’ exposure and provide regular updates about your company, industry and jobs.Your page itself offers numerous sections as well:• Summary• Specialties• Website• Industry• Headquarters• Much more…

Use LinkedIn’s many features to build upon your thought leadership both as an individual (profile) and company as a whole (page).

LINKEDIN MARKETINGThe platform benefits to convince you

There’s Facebook, and there’s Twitter… Then there’s LinkedIn.

If you’re looking for a place that skips all the nonsense and sticks to formal professionalism and thought leadership, LinkedIn is the place to be.

LinkedIn offers benefits for both businesses and individuals:• You can use company pages and profiles to gain exposure.• You can share content through LinkedIn Pulse to build thought leadership.• You can contribute to groups to build a strong reputation in your industry.• You can use the job board to find your next career opportunity or employee.

LINKEDIN MARKETINGHow to optimize your profile and activity

As you know by now, you shouldn’t get on social media if you’re not going to take full advantage of it.

With LinkedIn, you have two areas that need your attention:• Your profile should be filled out to the max with keywords and multimedia

throughout. It’ll help you increase exposure in search.• Your company page should also be filled out with relevant keywords and

important information that will help visitors understand who you are and what you have to offer.

Some say LinkedIn doesn’t require an active presence after creation as long as you’re found in search, but it’s still far more important to be active than leave your account static and neglected.

Continue to the next page for more ways to optimize your LinkedIn strategy…

LINKEDIN MARKETINGHow to optimize your profile and activity

LinkedIn is pretty basic when it comes to actually acting on your presence. These are just a few of my top tips:• When posting an update that involves another user, tag them in your post by

using the “@” symbol and their name. Use this sparingly.• With a company page, refer to the provided analytics to check what content

is working and when.• Don’t publish updates more than once a day. Two times is pushing it.

However, you should still post updates regularly.

If you want your updates to see results, you should consider these tips:• There’s room for text, but LinkedIn does not allow for you to create space

between paragraphs. It’ll appear as one large chunk of text. Be concise and to-the-point with your updates.

• When sharing a link, remove the URL after the preview appears in order to keep your update looking clean.

• Check the link preview to approve its appearance. Do you like the image that appears? The title and meta description? Correct this first before posting the update.

LINKEDIN MARKETINGHow to optimize your profile and activity

The best days and times to post on LinkedIn:

Don’t post on Mondays or Fridays. Those days are pretty much dead zones.

Other than those days, this is what the pros recommend:Tuesday through Thursday are the best days.Post before and after work hours – 7am or 5pm is best.

The most clicks and shares happen on Tuesdays.

LINKEDIN MARKETINGThe proper etiquette to follow

LinkedIn isn’t where you share what you’re having for lunch. It isn’t where you share memes and gifs. In fact, to put it simply, LinkedIn is meant to be exclusively formal and professional.

Unfortunately, not everyone pays attention to etiquette when using this platform. This doesn’t have to be the case for you, which is why I provide these tips:

For an individual:• Don’t ignore your connections. Stay in touch and interact with their activity.• Don’t be invisible. Unless you’re an employer scoping out a candidate, let

others see you are viewing their profile.• Don’t abuse keywords in your profile. Sound human first before focusing on

being searchable.• Don’t connect your other social network updates to LinkedIn. What works for

Twitter definitely does not work for LinkedIn, and so on.

For a company page:• Always keep in mind your target audience when posting content.• Ask employees to share your updates with their own network.• Be clear about who you are and what you offer in your company description.• Fill out the Specialties section with only the keywords that match your

business offerings.• Respond to people who interact with you, even if they don’t ask a question.

LinkedIn is a professional social network where users are looking for information of value for education, not silly content to entertain.Don’t share the wrong content on the wrong platform.

LinkedIn is not the place for staff party photos or funny jokes / memes.It is the place for sharing industry news and job openings.

“ “

FURTHER RESOURCESBlog articles from industry leaders

You’ll find tons of articles about using LinkedIn as an individual, but I list here how to best use a company page.If you’re looking to use LinkedIn as an individual, I recommend you check out the personal branding posts on my blog: www.mktginnovator.com

Have you created your LinkedIn company page yet?If not, I suggest this Social Media Examiner article:How to Create a LinkedIn Company Page to Promote Your Business

Is your company page ready to go?Don’t forget these elements Buffer discusses in their post:Master the LinkedIn Company Page: 12 New Data-Backed Tips to Max Out Yours

Want to optimize your page activity?Know when to post with these tips on Social Media Today:Best Days and Times to Post to Your LinkedIn Company Page

Looking for a guide that covers the top LinkedIn tips?Check out this HubSpot article to see how to use LinkedIn:How to Use LinkedIn: 35 LinkedIn Tips for Professional Networking, Business and Marketing

Are you following proper LinkedIn etiquette?Neil Patel gives you some rules you may be breaking:15 Surprising Rules You Should Know Regarding LinkedIn Etiquette

INSTAGRAM MARKETING

CHAPTER FIVE

INSTAGRAM MARKETINGThe key features you should use

Instagram is the place to be for photo sharing. You can do so much with such a simplistic platform.

These are just a few of its main features:• Photo and video clip sharing• The typical liking, sharing and commenting options• Hashtags• Captions• Tagging• Emojis

Continue to the next page for more Instagram features…

INSTAGRAM MARKETINGThe key features you should use

You now know some of the typical Instagram features, but you’d benefit most if you took full advantage of everything the app has to offer.

These are some of the lesser-used features you can try out:• Private sharing• Syncing with photo editing apps• Changing the video thumbnail• Editing your caption after posting• Adjusting your filter settings

I’d be negligent if I didn’t give you this big heads up:

Instagram is an exclusively mobile social platform.

You can only make changes through the mobile application, but you can view your profile activity from the website.

INSTAGRAM MARKETINGThe platform benefits to convince you

You may have a presence on Twitter, Facebook or LinkedIn because they have a large audience and many benefits.

But do you know these compelling facts about Instagram?• It has a rapidly growing, global audience.• It has some of the highest engagement rates of all social media platforms.• It’s one of the best places to find out more about customer interests.

If you want to see a higher ROI for your efforts, Instagram can offer it. You just need to know how to use the platform effectively.

INSTAGRAM MARKETINGHow to optimize your profile and activity

Your success on Instagram greatly depends on your ability to optimize both your profile and activity.

This is no easy task. You need to use the right keywords and imagery at the right time with the right elements.

I’ve been on Instagram for only a little while, but I think it’s safe to say I’ve seen some of the best and worst users and content out there:

• I’ve seen how some content gets more interaction than others. Some content gets more likes, and some users are better at actively communicating via comments.

• I’ve seen the spammers and users with excessive profile emojis, but I’ve also seen the users with profiles that provide value and draw interest.

If you’re about to set up your Instagram account or want to change your ways, the next tips are essential.

Continue to the next page for more Instagram optimization strategy…

INSTAGRAM MARKETINGHow to optimize your profile and activity

Your profile is your home base, and it’s where people will go to see your bio, URL, and post history. You’ll want this space to be as appealing as possible while maintaining relevance and accuracy.

These tips should help you create the optimal profile for views and follow-through:• Be consistent with your other social profiles.

• Your picture should be your company logo or a professional headshot.• Your Twitter bio would be a good starting point, but remove any

hashtags or mentions.• Use a custom landing page as your URL or change it often based on a post or

promotion.• Use emojis in your bio but very sparingly. The more you have there, the more

spammy you look. Use 2-3 at the most.

INSTAGRAM MARKETINGHow to optimize your profile and activity

Instagram requires more than just your quick and easy snapshots of food or scenery. You need to have a strategy full of techniques that work.

These are just a few ways you can optimize your Instagram activity:• Post often, but make sure the content is worth it.• Use the caption to describe your content – be relevant.• If you plan to share on multiple platforms automatically, don’t add hashtags

until after posting – add them in a comment instead.• Follow any and all users who share common interests or could be partners /

customers someday.• Don’t neglect those who follow you. Follow back when they fit the criteria

from above.• Use as many hashtags as you think are relevant and effective. Steer clear of

the ones that won’t help or don’t match the content.• Don’t forget to interact with other users. Instagram is all about 2-way

interaction.• Like, share and comment on content you see in your home feed.• Don’t be a wall for users to encounter when they’re trying to engage.

INSTAGRAM MARKETINGHow to optimize your profile and activity

The best days and times to post on Instagram:

Instagram is a unique platform in that you can share content one day and still get engagement the next. Hashtags give your content a broad reach through time.

However, these are the recommendations for precise days and times, if there are such things:Sunday gets very low engagement.Monday and Thursday bring more engagement than the rest of the week.

Sources recommend you avoid posting during work hours, but they do recommend these times:2-3pm8-9pm

Post videos after 9pm for increased engagement.

INSTAGRAM MARKETINGThe proper etiquette to follow

Instagram is a fun social platform that you can have a great time using for your marketing. However, just like with life, there are rules you need to follow.

These etiquette tips will help you avoid negative consequences from poor choices:• Be social.

• This is not the place for sales techniques, especially hard-selling.• Provide content your audience will love before focusing on your own

interests.• Interact with other users rather than remaining distant.

• Research your hashtags.• You don’t want to make the mistake of using a hashtag that doesn’t

mean what you think it means.• Don’t use hashtags that have no relevance to your content or value to

your audience.• Don’t beg.

• People will follow you if you share content they’re interested in.• Your target audience is likely not interested in seeing you beg for more

followers.• Don’t abuse the “likes” or comment without value for the sake of

getting attention.

Social media rules exist to help users on both sides. Your audience doesn’t want to see you breaking the rules. You also don’t want to break the rules because it’ll cause a huge roadblock to your brand development.

If you ignore the rules, you hurt your results and your brand image, which you’ll be hard-pressed to recover.

“ “

FURTHER RESOURCESBlog articles from industry leaders

Do you know why Instagram is so important to business marketing?Hootsuite gives you all the facts in their article:A Long List of Instagram Statistics and Facts (That Prove Its Importance)

Want to know how to use Instagram to boost your business exposure and sales?Kissmetrics has all the information you need:How to Use Instagram to Promote Your Brand and Drive Sales

Looking for an all-in-one Instagram advertising guide?Social Media Examiner has one for you:How to Advertise on Instagram: A Complete Instagram Ads Guide

PINTEREST MARKETING

CHAPTER SIX

PINTEREST MARKETINGThe key features you should use

Pinterest has many features, and they each build upon each other to create a unique service for its users. Marketers can and do find reasons why they should be on Pinterest, and these features help to convince them.

So, what are the typical features of this platform?• Adding (pinning) content to your account (board) or sharing others’ content

there• Adding websites to your content (pins)• Adding titles and captions• Using categories• Choosing a business account vs. a personal one

The following benefits are used less often but still serve a purpose:• Including keywords• Sharing pins by email• Adding collaborators to your board(s)

Do these features sound good to you? Keep reading regardless…

PINTEREST MARKETINGThe platform benefits to convince you

If you have the resources to create and share visual content, such as infographics, you’ll find Pinterest especially helpful.

These are just a few of the biggest benefits of Pinterest marketing:• Increased website referral traffic• Marketing research capabilities• Free marketing from fans• Longer-lasting, visible content• Advanced influence and authority

Do you have the data, images and other content to create visuals for Pinterest?You’ll find that this platform gives a higher ROI for your efforts when you use it to its full potential.

PINTEREST MARKETINGHow to optimize your profile and activity

As a Pinterest newbie, there’s not much I can advise on my own about Pinterest strategy. However, I’ve spent time doing my own research and experimentation with the platform, and I’ve learned a few things along the way.

These are the tips I have for optimizing your Pinterest strategy:• Your content must be visually appealing to get attention.• Pinterest requires two things in order for your content to be seen:

• You must provide high-quality content.• Your content source must be of high quality as well.

• Use relevant keywords in your pin description to be found by your target audience.

• With a business account, be sure to confirm your website by adding the necessary code to your website directly.

• Make sure your profile is filled with the right information:• Your username should be your company name or full personal name.• Use your company logo or a professional headshot as your profile

picture.• Use the bio to describe who you are and what kind of content you plan

to share.• Always include a Call-to-Action (CTA) in your pins!

If you want to know more about Pinterest strategy, I recommend you check out the resources page (57) for more helpful articles from influential sources.

PINTEREST MARKETINGHow to optimize your profile and activity

The best days and times to pin:

Pinterest has a unique approach to this subject. It’s not about days and times, per se. Your timing is dependent on what you’re sharing (category).

For example, if you’re sharing content about fitness, you’ll find more engagement on Mondays. Wednesday is the day for quotes, and so on…

In general, you want to pin content on Saturdays because that’s the day for highest engagement.Most of the time, you’ll want to share content at night.

The worst time period to post on Pinterest is during work hours, so don’t do it.

PINTEREST MARKETINGThe proper etiquette to follow

Pinterest users will not tolerate other users who don’t follow the rules and proper etiquette. You don’t want to be a spammer or other platform abuser, do you?

These are just a handful of guidelines to follow when using Pinterest:• Be ready for Pinterest marketing before starting.

• Have a strategy in place first• Make sure your profile is ready

• Use the original source, when possible, when you’re pinning content.• Be engaging with other users and their content.

• Comment on pins• Tag users you’re talking to/about• Say thanks

• Don’t overly self-promote.• Curate content sometimes• Share content your target audience wants to see

• Give credit where it’s due.

As with all of social media and life in general, there are rules we must follow. Not only to stay out of hot waters, but also to see better results and higher ROIs for our efforts.

Pinterest has its own rules to keep in mind if you don’t want to upset your chances at growth but rather increase its ROI instead.

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FURTHER RESOURCESBlog articles from industry leaders

Looking for a one-stop shop for Pinterest marketing?Kissmetrics does a pretty decent job at giving you what you might need:The Ultimate Pinterest Marketing Guide: How to Improve Your Reach and Promote Your Brand

Need help deciding on whether Pinterest is worth your time?Jeff Bullas has the reasons you’ll need to convince anyone:12 Reasons Why Your Business Needs Pinterest Marketing

Want to make the most out of your Pinterest marketing?Social Media Examiner provides the best ways to optimize your account and activity:6 Tips to Grow Your Pinterest Marketing Results

Are you following proper Pinterest etiquette?Amy Porterfield gives you the rules to follow in her article:The 10 Commandments of Using Pinterest for Business

CONCLUSION

CHAPTER SEVEN

CONCLUSIONWhat was covered

By now, you ought to have a much better understanding of social media marketing on these 5 platforms:• Twitter• Facebook• LinkedIn• Instagram• Pinterest

You should now know each of the following for the above networks:• Features• Benefits• Optimization strategy• Etiquette

I created this guide to help you get started or to guide you towards better social media marketing. How did I do?

Please contact me with your input about this eBook anytime.

I’m best reached by email: annaliese.henwood@gmail.com

CONCLUSIONWhat wasn’t covered

This eBook is over 60 pages long and yet it’s still missing information about both the included platforms and the ones not mentioned.

Do you use any of these other social media platforms?• Google+• Periscope• SlideShare• Snapchat• Tumblr• Vine• YouTube

The bad news: I don’t include any advice on these networks here.The good news: I have each of these platforms scheduled to be discussed on my blog in the future.

If you want to be notified of when these articles come out, please subscribe to email notifications through my blog.

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Contact Me Today

Phone: (267) 507-5656Email: annaliese@mktginnovator.comLocation: Philadelphia, PA USAWebsite: www.mktginnovator.com

The best way to advance in life is to keep learning.“

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