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TRANSCRIPT
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
MID
DLE
OF
FUN
NEL
(MO
FU
)
BO
TTO
M
OF
FUN
NEL
(B
OFU
)
TOP
OF
FUN
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(T
OF
U)
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
#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
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
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/
#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
MID
DLE
OF
FUN
NEL
(MO
FU
)
BO
TTO
M
OF
FUN
NEL
(B
OFU
)
TOP
OF
FUN
NEL
(T
OF
U)
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
MID
DLE
OF
FUN
NEL
(MO
FU
)
BO
TTO
M
OF
FUN
NEL
(B
OFU
)
TOP
OF
FUN
NEL
(T
OF
U)
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!