Eva May L. Arsitio

Social Media Management and Marketing Plan Business: Scent From Above By: Eva May Arsitio Management Plan 1. Business Branding a. Logo: completed b. Slogan: completed 2. Social Media Assessment and Planning a. Facebook Page: completed b. Twitter: needs to be created c. Instagram: needs to be created d. LinkedIn: needs to be created e. Pinterest: needs to be created f. Snapchat: needs to be created 3. Keyword Research: Virtual assistant for hire, where to hire virtual assistant, how to hire a virtual assistant, virtual assistant for hire Philippines, virtual assistant for hire UK, virtual assistant hire Australia, virtual assistant immediate hire, virtual assistant services for hire, virtual assistant for small business, hire virtual assistant services 4. Social media creation and optimization a. Account creation: For completion b. Account optimization b.1 Branding and creative visuals (logos, fonts, hashtags, taglines and slogans) b.2 Landing page (An appropriate link and/or call-to-action) b.3 Marketing messaging (Affordability and value, Ease of use, Comfort, Security and peace of mind, Style, Longevity and practicality, Ethics and sustainability) c. Social searchability optimization c.1 Keyword Research (Relevant Keyword, Hashtags) c.2 Consistent business key details (@username, address, and contact options) c.3 Completed Bio and “About” d. Content strategy optimization d.1 Consistent publishing frequency and volume (how often to post, when to post, how many needed pieces of content per week) d.2 Assets you need to fill your schedule (text posts, images, videos) d.3 Posts (which posts can be published across networks and which posts are standalone per platform) e. Individual post optimization e.1 Captions (business’ current promotions and initiatives) e.2 Appropriate hashtags, keywords and call-to-action phrases e.3 Distinct tone and brand voice f. Link optimization f.1 UTM Tracking f.2 Assess which links are receiving the most clicks f.3 Ensure (sending people to the appropriate links and landing pages) g. Performance optimization g.1 Key metrics 5. Social Media Content a. Identify and set goals a.1 Overall marketing goals b. Plan your social content b.1 Social media content audit b.2 Target persona (basic demographics, acquisition channels and content preferences) c. Build a content calendar d. Promote and distribute your content d.1 Utilizing hashtags (Twitter and Instagram) d.2 Join groups (Facebook and LinkedIn) d.3 Networking (Bloggers and Content Creators) e. Measure results f. Putting it all together 6. Social Media Content Management a. Facebook a.1 Matrix of what exactly your audience will want a.2 Captivating imagery that supports the text in that post b. Twitter b.1 Higher frequency in posting efforts b.2 Relevant hashtags and keywords c. Instagram d. Pinterest d.1 Captivating, high-quality imagery 7. Social Media Interaction and Community Growth and Management a. Acquisition b. Social customer care b.1 Monitor all relevant queries and mentions b.2 Customer care knowledge base (time, date, social platform, response time, customer care agent, type of interaction, etc.) b.3 AI chatbots c. Crisis management c.1 Team coordination c.2 Product knowledge c.3 Leadership d. Retention d.1 Create a content that keeps audience engaged. d.2 Create targeted campaigns e. Advocacy e.1 Identify and engage with super fans and brand advocates. e.2 Add user-generated content (UGC) into your marketing mix e.3 Invite brand enthusiasts 8. Interactions a. Twitter a.1 Search for conversation drivers a.2 Create Twitter lists a.3 Tagging people on Twitter b. Facebook and Instagram b.1 Interacting with people posting on your page or commenting on your posts b.2 Search Instagram for hashtags used by members of your target audience c. LinkedIn c.1 Commenting on and liking posts c.2 Tagging people in posts asking for recommendations 9. Insights a. Email Marketing (Retargeting or Remarketing) b. Social Advertising (Micro-targeting) c. Targeted Calls-to-Action (CTA) c.1 Outline the CTA and desired outcome c.2 Define the ideal user profile c.3 Identify motivations Marketing Plan 1. Identifying the target market a. Conduct market research (SWOT analysis) b. Understand purchase path and pain points (Creating personas) c. Know your existing customers c.1 Examining your social media and website analytics c.2 Using tools like Google Analytics, Hotjar, Hubspot and Facebook Insights d. Employ multi-segment (differentiated) marketing (Multi-segment marketing, leveraging digital marketing, social media, PR and content writing) e. Don’t cast a net with a broad reach 2. Create a marketing plan a. Simple Executive Summary a.1 Simple marketing goals a.2 High-level metrics a.3 Important company milestones a.4 Facts about your brand a.5 Employee anecdotes a.6 Future goals & plans b. Metric-Driven Marketing Goals (set goals that impact website traffic, conversions, and customer success, and to use real numbers.) c. Target User Personas d. Accurate Competitor Research e. Key Baselines f. Actionable Marketing Strategy (Mind maps, Flow chart, Project roadmap, Simple timeline, or “Next, Now, Later” chart) g. Results Tracking Guidelines 3. Brand Awareness a. How to Establish Brand Awareness a.1 Be a person, not a company a.2 Socialize a.3 Tell a narrative a.4 Make sharing easy b. How to Increase Brand Awareness b.1 Create free content b.2 Give your brand a personality c. How to Measure Brand Awareness c.1 Quantitative Brand Awareness Measures c.1.1 Direct traffic c.1.2 Site traffic numbers c.1.3 Social engagement 4. Promoting products and services a. Fill Out Your Profile b. Add Your Branded Hashtags c. “Follow Us on Social”: Cross-Promote on Other Channels d. Use Unique or Branded Social Icons on Your Website e. Promote Your Social Accounts in Newsletters & Email Signatures f. Create Targeted Ads g. Tag Products to Your Posts h. Provide Social-Only Discounts i. Contests & Giveaways j. Alter Your Approach Per Network 5. Marketing and advertising a. Facebook Ads a.1 Don’t run the same exact ad(s) to all of your audiences a.2 Use prospecting ads to build brand awareness a.3 The use of emoji in ads has been spreading like wildfire, even among larger, more established brands a.4 Always be testing! a.5 Lookalike audiences are a staple for many advertisers b. Instagram Advertising b.1 Focus first on custom audiences. b.2 When you are ready to expand past custom audiences, lookalike audiences should be your next stop. b.3 Use custom images of real people b.4 Make your offers irresistible b.5 Take hashtags seriously c. Twitter Advertising c.1 Use a relevant, compelling image c.2 Be very targeted with the products or lead magnets you choose to promote. c.3 Use a “Shop now” CTA to direct warmer leads back to an ecommerce site c.4 Build user engagement directly into the ad c.5 Prioritize brevity d. Pinterest Advertising d.1 Creativity sells d.2 Focus on trends d.3 Engage with your followers d.4 Be detailed d.5 Be very intentional about where your pins are linking e. LinkedIn Advertising e.1 Track ad performance religiously and discard any ads performing at under a 0.10% click-through rate (CTR) e.2 LinkedIn users prefer shorter, pithier ad copy e.3 Much of the value of LinkedIn lies in its groups. f. Snapchat Advertising f.1 Snap Ads f.2 Sponsored Lenses f.3 Snapchat Discover f.4 Sponsored Local Geofilters 6. Networking 7. Monitoring and Evaluating campaigns a. Unamo.com 8. Engagements 9. Insights.