social media strategies for products, programs, and …...social media advertising how to create a...

Social Media Strategies for Products, Programs, and Events

©2019 JB Media Institute LLC

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Justin Belleme

Founder, Director of Strategy of JB Media Group and Co-founder of the JB Media Institute.

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Sarah Benoit

Co-founder and Lead Instructor of the JB Media Institute.

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Today’s Agenda

Craft a compelling organizational, product, or event story and be more memorable and shareable

LUNCH

AFTERNOON● Facebook Marketing● Mobile Technology● Content Strategy ● Project Management ● Social Media Advertising ● How to Create a Social

Media Marketing Plan

MORNING ● Storytelling ● Social Media Algorithms ● PR and Media Relationships ● The Art of Conversion ● Landing Pages ● Website Usability

● Partnership Marketing

Emotion Creates Action



Business is Driven by Feeling

You want to inspire feeling in people - share your why.

Once people feel the emotion behind your event, company, and/or organization your brand becomes more memorable and shareable.

The more they feel, the more likely they are to act, whether that is to sign up, like, call, follow, subscribe, buy, register, or another form of conversion.

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http://mercercognitivepsychology.pbworks.com/w/page/32235621/Emotion%20and%20Memory

According to scientific studies and brain research, emotions have a powerful effect on the human memory.

The limbic system of the brain controls emotions, motivation, and decisions.

How Emotion Affects Decisions



How Emotion Affects Memory

Parts of the limbic system, the hippocampus and amygdala, have been proven to be particularly involved in emotions and play very important roles in the creation of memories.

Emotions help memories more deeply encode in the brain.

Different types of emotions also contribute to the types of memories are formed.




Stories Inspire Feeling


The “Story of Self” What motivates and drives your organization, company, and/or event? What inspires the work you do in your field? What values does your organization or business share? Why was this event originally started? Why is this event happening now?

The “Story of Us” Are you part of a community or industry that shares your ideas and values? How do you work together towards a common goal? How can others work with you? What kind of experiences, challenges, and resources do you all share? What speakers, sponsors, partners, volunteers, etc. are involved in the event? Why are they involved?

The “Story of Now” How are you documenting your event in real time? How can people share their experience? What is the impact of the event? How is the event changing things? What goals is it accomplishing? How do people feel? What can people do in the moment?

Different Types of Stories

http://workshops.350.org/toolkit/story/


http://workshops.350.org/toolkit/story/

Social Media Algorithms


The Original Facebook Algorithm

Edgerank is what they called the original Facebook algorithm. The algorithm controls what content

shows at the top of your newsfeed.

Content with more “edges” was given higher priority in the news feeds.

“Edges” could be created with links, photos, videos, shares, comments,

likes, and more

http://tctechcrunch2011.files.wordpress.com/2010/04/edgerankform2.png



3 Parts of Edgerank Affinity

Weight

TimeDecay

Affinity gauges how close of a relationship a brand/company/organization has with any given fan. Affinity increases when a user has repeat interactions with a business page. Commenting, liking, sharing, clicking, and messaging builds Affinity.

Weight is a value system that shows what actions are more valuable. An example is that commenting takes more effort than liking and therefore has more value. Edges are assigned a value by the Facebook system, you can generally assume actions that take longer to complete have more weight.

Time Decay means the older an Edge or action is the less valuable it is based on time decay. As content ages it loses value overall. This keeps all news feeds fresh, timely, and relevant.


The Future of the AlgorithmFacebook pays attention to their users. In the past they have used surveys to direct their next steps.

In response to users FB built a new machine learning system to detect “high quality” content. Right now back and forth conversation is what proves the value of your content.

The system uses over a thousand different factors like: • how frequently content from a certain Page is reported as low quality

(e.g., hiding a Page post),• how complete the Page profile is • whether the fan base for a particular Page overlaps with the fan base of

other known high quality Pages.


Other Social Media Algorithms

• Twitter Algorithm changes explained: http://www.slate.com/articles/technology/cover_story/2017/03/twitter_s_timeline_algorithm_and_its_effect_on_us_explained.html

• How to optimize for the Pinterest Smart Feed Algorithm: https://persuasion-nation.com/pinterest-seo-best-practices-step-by-step-guide-2017-edition/

• The Instagram Algorithm and tips to make it work for you: https://blog.hootsuite.com/instagram-algorithm/ and https://blog.bufferapp.com/instagram-algorithm


http://www.slate.com/articles/technology/cover_story/2017/03/twitter_s_timeline_algorithm_and_its_effect_on_us_explained.html

http://www.slate.com/articles/technology/cover_story/2017/03/twitter_s_timeline_algorithm_and_its_effect_on_us_explained.html

https://persuasion-nation.com/pinterest-seo-best-practices-step-by-step-guide-2017-edition/

https://blog.hootsuite.com/instagram-algorithm/

https://blog.bufferapp.com/instagram-algorithm

Building Media Relationships


Create an Online

Media/Press Kit


Include Graphics and Photos

Your online media/press kit should include branded graphics and photos for

use by journalists, bloggers, and reporters:

● High resolution and web ready photos of executives, staff, clients,

products, portfolio pieces, etc.

● High resolution and web ready versions of the company or organization

logo.

● Downloadable, high resolution and web ready versions of event flyers,

posters, rack cards, etc.

Link to Press Releases, Blog Posts and E-newsletters

If you are publishing press releases, blog posts, and e-newsletters link to these areas of your site so journalists, reporters, and bloggers can learn more about your company, get the latest updates on products or services, and review PR, marketing, and sales content.

Make sure all content is organized with the most recent release, post, or e-newsletter available first.

Share Quotes and Testimonials

● Give media access to short, digestible quotes from key members of the

company or organization about the work that you do.

● Display written testimonials from clients, customers, donors, etc.

Include detailed information about the person giving the testimonial

including their name, email, job title, and location.

● If possible provide some of this information in an easy to share video

format like Vimeo or Youtube.

Include Media Mentions

If you have been featured in magazines, newspapers, blogs, podcasts, and other media provide links, publication names, screenshots, writer/blogger/reporter names, and dates for when this coverage was published or shared.

Don’t be afraid to toot your own horn and tell people about what you have accomplished when it comes to recognition. This increases credibility. Use the media/press kit to demonstrate your expertise, value, and relevance to the market.

Do Your Research and Listen


Follow, Listen, Comment, and ShareIf you want to get to know someone in the media then take the time to get

to know them online:

● Follow them on social media

● Set Google Alerts for their name and read, watch, or listen to their

content on a regular basis

● Comment on their work and provide thoughtful feedback

● Share their work with your network and community - mention and tag

them whenever it is appropriate, relevant, and conversational


Keep Track of Your Communications Efforts

Create documentation around each reporter, journalist, blogger, or influencer you want to connect with...

WHO: What is the name of the person and where do they work?

WHAT: What publications or stations do they work for? What topics are they

covering and what recent content have they created?

WHEN: What are some of their top articles, blogs, videos, etc? When were they

published? What date did you review their social media and what size following

did they have? When did you most recently reach out?


Don’t Give Up - Tell Your

Compelling Story


The Art of Conversion

Landing Page and Website

Design for events or

special promotions


➔ Create easy to follow calls to action ➔ Include a mobile-friendly map➔ Link to the purchasing page (if applicable)➔ Share photos and videos ➔ Tell the story of your event, product, or program

and the people behind it, as well as the attendees➔ Link to social media accounts

Build a landing page on your website...


➔ Headline and sub-headline➔ Graphic, image, or video that creates a visual

focus and holds people’s attention➔ Testimonials/Reviews➔ Benefit list➔ Call to action

Anatomy of a successful landing page...


➔ ArtistWorks.com ➔ OkDork.com➔ Qualaroo.com

Anatomy of a successful landing page...


http://artistworks.com/rock-bass-lessons-nathan-east

http://okdork.com/

https://qualaroo.com/

➔ Kissmetrics.com ➔ NeilPatel.com➔ Unbounce.com

Learn more about successful landing pages...


https://blog.kissmetrics.com/c-o-n-v-e-r-t-s/

http://neilpatel.com/blog/the-definitive-guide-to-creating-high-converting-landing-pages/

https://unbounce.com/landing-page-articles/landing-page-best-practices/

Create a fast, easy, mobile-friendly way for people to register or purchase tickets.➔ Eventbrite - www.eventbrite.com (1% - 2.5 % + $.99 - $1.99)➔ Brown Paper Tickets - www.brownpapertickets.com (3.5% + $.99)➔ Stripe - www.stripe.com (2.9% + $.30)➔ Square - www.squareup.com (2.75 - 3.5% + $.10 - $.30)➔ Paypal - www.paypal.com (2.7% - 3.5% + $.15 - $.30)Design the event page where tickets can be purchased to match your site and other marketing materials.➔ Choose appropriate imagery➔ Use the logo and brand colors (if applicable)➔ Include as many event details as possible

Use a third party payment system...


https://www.eventbrite.com/

http://www.brownpapertickets.com/

https://stripe.com/

https://squareup.com/

http://www.paypal.com

➔ Create a simple, easy to manage website or have one designed for you. Consider WordPress, Squarespace, Weebly, or Shopify.

➔ Focus on calls to action and conversion. Usability is top priority.

➔ Link to social media accounts. ➔ Create an area for event updates and news.➔ Integrate sections featuring sponsor/speaker/performer

information, venue details, volunteer opportunities, etc.

Building and Managing a Successful website...


Search engines, especially Google, expect sites to be user-friendly. They track how long people stay, how many people visit the site, how many pages people view, how frequently people return, how many other sites link to yours, and how much social media engagement is happening with your brand.

Website usability must be a top priority...


People can enter your site on any page. Every page must have a purpose, an intent.

Build the page with the intention in mind so when people land there it is easier for them to navigate and take action.



The cheapest form of market research is lunch!

Get opinions from people you trust: ● Colleagues● Partners● Customers/Clients● Attendees● Donors



➔ ScienceofPeople.com➔ NNGroup.com ➔ Usability.gov➔ SmashingMagazine.com➔ UXMag.com➔ ThinkwithGoogle.com➔ Google Trends

Learn more about website usability...


http://www.scienceofpeople.com

https://www.nngroup.com/

http://www.usability.gov/

https://www.smashingmagazine.com/

https://uxmag.com/

https://www.thinkwithgoogle.com/

https://www.google.com/trends/

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Facebook Marketing


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Organic PaidThere are 2 kinds of Facebook growth most

businesses and organizations can attempt to achieve. Both of these avenues for building a larger, stronger

network have pros and cons.

Choosing to prioritize one or the otherdepends on your goals.


Business Pages


Facebook Best Practices

Build Your Network:1. Invite friends and colleagues to like the business page.2. Like other businesses and organizations as your company/business/organization

page. 3. If you are also using your Personal page to network create and use Friends Lists so

you can segment your friends. 4. Add the Facebook Like button to the website so visitors can like Facebook without

leaving https://developers.facebook.com/docs/plugins/.5. Use the Facebook Call to Action Button on your business page.

If you need fast growth consider Facebook advertising to target markets.


https://developers.facebook.com/docs/plugins/

https://www.facebook.com/business/news/call-to-action-button

Facebook Best PracticesEngage Your Network:

1. Post consistently 5 times per week minimum, test different times. 2. React to, share, comment on, and tag businesses/organizations/partners

in your network. Identify the most active “movers and shakers” and make them the focus of your weekly outreach.

3. Share photos, videos, and links whenever possible. Give Facebook fans a "next step".

4. Upload video files directly to Facebook.5. Think multimedia. Get creative with live streams, animated gifs, memes,

etc. Facebook offers a variety of built in tools. There are also third party tools like Canva, Mematic, etc.



Engage Your Network:6. Ask customers or clients to post, share, and tag photos, videos, and graphics as well. 7. Post content that creates an emotional reaction.8. Post relevant and credible news and information.9. Promote events with event pages.10. Follow up on comments on the business page.



How to use the Shop tab on Facebook

• You can sell directly on Facebook with a Paypal or Stripe account.• You can direct people to your online store. • On your Page, click the Shop tab. If you don't see the Shop tab, click

your Page Settings, then click Edit Page. Next, click the Add a Tab button and click Add Tab next to the Shop option. You should see the Shop tab on your Page now.

• Meet the requirements of Facebook - products must be reviewed and approved: https://www.facebook.com/business/help/432134730324503?helpref=faq_content.


https://www.facebook.com/business/help/912190892201033

https://www.facebook.com/business/help/432134730324503?helpref=faq_content


Use the Facebook Scheduler on your Facebook business page if you want to schedule posts in advance.


5 minute break and then Justin will begin

his partnership marketing session.


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Facebook Event

Marketing


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Create and Boost an Event Page

● Invite friends● Ask people to

share● Ask partners to list

and share the page● Send email invites

with the event page link

● Update the event page with posts

Update the Event Discussion


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Use Facebook Event Insights

Use Local Facebook Insights.


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Social = Mobile

In 2014 mobile use surpassed desktop use.

©2019 JB Media Institute LLCNewzoo's 2018 Global Mobile Market Report

As of the fall of 2018 there were over 3

billion smartphone users across the

globe. Global revenue from

mobile apps exceeded $92 billion

dollars.

https://newzoo.com/insights/articles/newzoos-2018-global-mobile-market-report-insights-into-the-worlds-3-billion-smartphone-users/

©2019 JB Media Institute LLCVariety

According to the U.S. edition of the 2018 Global Mobile Consumer Survey from Deloitte on average, American

consumers check their smartphones 52 times each day.

In 2018, smartphone penetration has risen to 85% of the U.S. population.

https://variety.com/2018/digital/news/smartphone-addiction-study-check-phones-52-times-daily-1203028454/

https://variety.com/t/deloitte/

the va


All age groups in the US use mobile

technology, but the vast majority of

people between 18 and 49 years old use

smartphones.

Pew Research Center Mobile Fact Sheet

http://www.pewinternet.org/fact-sheet/mobile/


Based on a report from eMarketer.com US

adults spent an average of 3 hours, 35

minutes per day on mobile devices in 2018 - an annual increase of

over 11 minutes.

Mobile Time Spent 2018

https://www.emarketer.com/content/mobile-time-spent-2018


Social media is the second leading activity happening on mobile

apps next to listening to audio. The average adult

in the US spends 40 minutes active per day on social media apps.

Other leading activities are mobile video,

gaming, and messaging.

Mobile Time Spent 2018

https://www.emarketer.com/content/mobile-time-spent-2018


7 of the leading smartphone apps in Dec. of 2018 were

owned by Google. 3 of them were owned

by Facebook.

Strategy = Success

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Content Strategy


30% = Tell Your Story What do you do? What products and services do you provide? Who are your customers or donors? What is their story? What problems do you solve? What questions can you answer? What is your mission? Why do you do what you do? Who are your team members, staff, or employees?

30% = Shine the Spotlight on Others Are their industry leaders you admire? Are their nonprofits or community organizations you support? Are there partners or influencers you work with? Are there other companies or organizations you have aligned with? Are they doing amazing work? Are they active on social media and have an engaged network?

30% = Have a Personality instead of an Agenda What makes you laugh? What fuels your passion? What does your team or staff all agree is entertaining or challenging or funny? What inspires you? What is the flavor of the band? What feeling do you want to leave people with?

30/30/30 Rule


What is the last 10% for?

★ Rise to the occasion★ Be unforgettable ★ Live in the NOW ★ Go viral

★ Step outside your box★ Take risks ★ Laugh a little ★ Seize the moment


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Content Tips ★ Keep the 30/30/30 rule in mind - social media is about conversation & connection

not shouting promotions at people★ Find ways to mention & include others ★ Use images! Posts with images take up more real estate & get more engagement★ Use video! Create both DIY and professional video★ Research hashtags

➔ HashAtIt http://www.hashatit.com/ ➔ Hashtagify.me http://hashtagify.me/ ➔ Hashtags.org https://www.hashtags.org/ ➔ Ritetag.com https://ritetag.com ➔ SocialMention.com http://www.socialmention.com/

Twitter best practices = 2 hashtags Instagram best practices = up to 25 hashtags

Facebook = NO hashtags

http://www.hashatit.com/

http://hashtagify.me/

https://www.hashtags.org/

https://ritetag.com

http://www.socialmention.com/

Event Tips


Content Ideas: Pre-Event Get People Excited

● Sponsor mentions/updates/thank yous● Speaker announcements - headshots, quotes● Behind the scene prep photos - materials as they arrive,

volunteers/staff stuffing folders or creating name tags● Registration reminders - price increases & deadlines● Tips for getting the most out of the event - what to bring, what

to wear, how to prepare, etc. ● Giveaway, prize or content information● Announce hashtags that will be used● Parking, arrival or registration tips● Food/drink announcements or thank yous (with pictures)

● Quotes from speakers & attendees (original & shared)● Sponsor thank yous● Images -- attendees registering, speakers on stage,

booths, signs, tables with giveaways, food● Heart/like, comments, and mentions● Respond to questions● From the floor DIY video

Content Ideas: During the Event Engage, Engage, Engage!

● Go back and like/heart comments or mentions you missed● Upload photos/albums● Thank sponsors, speakers & vendors● Congratulate winners of giveaways or prizes● Share quotes from evaluations● Announce the next related event - if possible put tickets

on sale

Content Ideas: Post Event Don’t Miss a Big Opportunity

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Editorial Calendars


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Outline Your Promotional Timeline

Before:-Generate a buzz-Pricing + Tickets-Event updates-Speaker hype -Sponsor thanks

During:-Photos + Videos-Testimonials-Tagging/Mentions-Real time updates-Behind the scenes

After:-Gratitude -Photos + Videos-Tagging/Mentions-Results/Outcomes -Next steps

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Outline Your Promotional Timeline

Site/Blog Content

articles, posts, videos, speaker pages, sales pages, sponsor highlights, event details

Topics and Themes

monthly, weekly, or daily topics or themes to be featured regularly

All Social Accounts

account links, advertising strategies, edited content versions, frequency

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Shared Content Banks


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Keep Your Content Bank in the Cloud Content banks can be created using systems like Google Drive and DropBox or any other event planning software that allows file and document organization in the crowd.

➔ Allow sponsors, speakers, and volunteers to provide registration and documentation online.

➔ Create a list of partners and links to their websites and social accounts, as well as shareable resources

➔ Organize photo and video content for use on all relevant accounts. ➔ Share, edit, approve, and distribute PR, promotional, and website

content.➔ Repurpose promotional, PR, and website content on social

accounts.

Multi-Account Management


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Managing Multiple Accounts

Choose a system that supports the social media sites you are currently using or plan to use in the future.

➔ Hootsuite.com https://hootsuite.com/ ➔ Buffer.com https://buffer.com/ ➔ TailWind https://www.tailwindapp.com/ ➔ Schedugram https://schedugr.am/ ➔ SproutSocial.com https://sproutsocial.com/

https://hootsuite.com/

https://buffer.com/

https://www.tailwindapp.com/

https://schedugr.am/

https://sproutsocial.com/

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Managing Multiple Accounts

PRO TIPS:

1. Upload videos and photos directly to Facebook and schedule posts using the Business Page scheduler. Use their tools to make more engaging albums, carousels, slideshow, etc.

2. Spend time on each platform for at least 1 - 3 months before you add it to a platform like Hootsuite or Buffer.

3. Test a few different platforms and see what you like best and what is most intuitive.


Tracking and

Reporting

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Tracking and Reporting Google Analytics/Social - login to your Google analytics to access your “Social Analytics,” more information on setup and integration for your website here: http://bit.ly/1nnaGCF

Facebook Insights - simply login to your business page and click “Insights” from the tabs across the top

Twitter Analytics - login to https://analytics.Twitter.com using your Twitter username and password

Instagram Analytics - login to your Instagram business page and click the stats icon in the upper right: https://www.facebook.com/business/help/1717645641840196

Pinterest Analytics - login to your Pinterest business page and click Analytics https://analytics.pinterest.com/

http://bit.ly/1nnaGCF

http://bit.ly/1nnaGCF

https://analytics.twitter.com


https://analytics.pinterest.com/

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Get Updates from the Source

https://newsroom.fb.com/https://blog.twitter.com/https://business.twitter.com http://blog.business.instagram.com/https://business.instagram.com/ http://blog.business.instagram.com/https://business.pinterest.com/en

https://newsroom.fb.com/

https://blog.twitter.com/

https://business.twitter.com

http://blog.business.instagram.com/

https://business.instagram.com/

http://blog.business.instagram.com/

https://business.pinterest.com/en

Social Advertising Best Practices

Learn Your Ad Manager The Facebook Ad Manager (AKA the Business Manager) allows you to: 1. Choose the objective of your campaign and the types of

ads2. Build your saved or custom audiences3. Create your ads with your branded design assets 4. Set your budget and timeline5. Track and evaluate your ads performance

This is the same the Twitter Ad Manager, Pinterest Ad Manager, LinkedIn Ad Manager, etc.


Why Learn the Ad ManagerBefore you boost or promote a post on Facebook or via the Instagram app you want to build Saved Audiences that reflect the different kinds of people, niche audiences, or market segments you want to reach, engage, and convert.

Once you have Saved Audiences when you boost/promote a post you can choose audiences you have previously created.



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Get to Know Your Ad Manager

Learn to use the ad manager and understand everything you can about how it works.

Facebook for Business https://www.facebook.com/business/ Twitter for Business https://business.twitter.com/

Instagram for Business https://business.instagram.com/ Pinterest for Business https://business.pinterest.com/

LinkedIn or Business https://business.linkedin.com/

https://www.facebook.com/business/

https://business.twitter.com/

https://business.instagram.com/

https://business.pinterest.com/

https://business.linkedin.com/

JBMediaInstitute.com

Facebook and

InstagramAdvertising

Facebook Ads Guide

Create mockups of your different types of ads to see how they look in advance.

Ads Guide

https://www.facebook.com/business/ads-guide/carousel

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Step 1 - Who Are Your Ads For?

In order to make the money you spend on ads worthwhile you have to know your target market in a deeper way.

Don’t just define the demographics of your perfect customer, focus on interests and behaviors as well.

Take the time to really understand the desires, beliefs, problems, limitations, capabilities, values, and needs of your audience.

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Step 2 - What is Your Ad Campaign About?

Ads and ad campaigns must have a clear purpose in order to succeed. ● What is the core message behind the ad or ads you are

running? Write it in a single statement.● Be authentic make an emotional connection. When people

feel your brand shares a journey with them, it makes the message more memorable and shareable.

● Use the KISS method: Keep it Simple, Sweetie. Don’t clutter the message or the takeaway is too confusing and gets lost.

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Step 3 - What Ad Content Will You Prioritize?

There are a wide variety of social media ads you can create. You can promote images, website pages, videos, downloads, polls, quizzes, contests, stories, etc.

Choose the mediums and content styles that attract your audiences and make your story stand out in a sea of online content.

Be creative. Encourage engagement. Make it memorable.

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Choose the Right Ad Formats

Grow Fans & Followers

Text ads Like ads Followers adsAwareness ads Brand Awareness adsReach ads Lead Generation ads

Drive Website Traffic & Conversions

Buyable Pins/Rich Pins Dynamic/Display ads Text ads Photo/Video/Carousel ads Website Visits adsConversion/Product/Store ads

Promote Content

Sponsored ContentSponsored InMailPromoted Tweets Boosted Posts/Engagement ads Promoted Pins Tweet Engagement ads

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Choose the Right Ad Formats

Behaviors, Interests, and Demographics

Choose wisely. Take your time. Think beyond demographics. Who are your best customers, donors, clients?

Saved Audiences

Once you are clear on behaviors, interests, demographics, etc. then save various audiences that represent different segments and niches.

Custom Audiences

Upload email lists and find your network within social media communities. On Facebook and Instagram create “Lookalike” Audiences.

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Ad Objectives

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Ad Specs

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Commonly Used File Formats

Images and Videos can be uploaded to Facebook and Instagram.

JPEG/JPG/PNG - image filesMOV/MP4 - video files

Avoid too much text in your ads. Only 20% of the graphic should

have text. Test on Facebook before you upload the image.

https://www.facebook.com/ads/tools/text_overlay

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Ad Specs

Sprout Social’s 2018 Instagram Advertising Specs

Sprout Social is another social media management platform. They also have an extensive blog where you can learn about social media and stay up to date with trends. Their guide to Instagram advertising specs corresponds to image and video files sizes and formats used on Facebook, as well as the ad types available.

Check It Out

https://sproutsocial.com/insights/instagram-ad-sizes/

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Image and Video Sizing

What are image aspect ratios? The aspect ratio of an image describes the proportional relationship

between its width and its height. It is commonly expressed as two numbers

separated by a colon, as in 16:9.

What are pixels? From “picture element” - Pixels are a minute area of illumination on a

display screen, one of many from which an image is composed.

What are GB, MB, and KB? The difference between a kilobyte (KB smallest), a megabyte (MB), a

gigabyte (GB), and a terabyte (TB largest) is size and nothing more. Bytes

are pieces of information and a file is made up of bytes.

Ad Design Tools1. Make sure you have a PNG file of your logo.2. If possible, take original photos and design branded

graphics. Create visual consistency. 3. Use Canva.com to create more customized designs.

Canva allows you to upload your own photos, choose a Facebook/Instagram ad template, choose a layout/style you prefer, and add graphic elements and fonts of your choice.


http://www.canva.com

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Step 4 - Create Clear Calls to Action

Make the calls to action in your ads very clear, as well as the calls to action on your website.

● If you are building an email list make signing up easy and fast.

● If you are selling products, tickets, or services online make purchasing simple.

● If you want people to visit your location make directions easy to find and GPS enabled.

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Step 5 - How Will You Define Success?

Before you begin your ad campaign, set some goals and identify some Key Performance Indicators (KPIs) like: ● Reach● Engagement● Click-through rates● Website traffic

● Website conversions

***Even if your first campaign does not accomplish all of your goals, being able to analyze exactly what was achieved and what was not will make the next ad campaign even more successful.

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Make Your $$$ Go Farther

● Start with a test budget of between $75 and $150 per month - on LinkedIn you will need at least $250 to $300.

● Most small companies can do well with between $150 and $300 a month, which is $5 to $10 a day or $40 - $70 a week.

● If you want to really see fast growth and increase engagement, you have great content, and your test budgets are working go to $500 +

Make a Plan

Why are you tweeting?

I don’t know! People told me I had to.


#d2cc2d

Step 1 = Goal Setting

● What do you want to accomplish? ● Who are you targeting? ● How many new/repeat leads or sales do you need each

week, month, or year? What kind of growth do you want to see year over year?

● What calls to action and conversions will actually grow your event, business, or organization?

● How do you define success?

BE SPECIFIC!!!

#d2cc2d

Step 2 = Choose Your Tools Wisely

● What role does your website play? ● Where do your audiences hang out online? What matters to

them? ● Can a blog help you deliver great content? ● Do you have time to learn new third party tools? ● Use tools that feel intuitive, that you enjoy participating in.

IT’S BETTER TO USE ONE TOOL REALLY WELL, RATHER THAN MANY TOOLS POORLY!!!

#d2cc2d

Step 3 = Track, Report Evaluate, Adapt, Repeat

● What tracking tools will you have in place?● How often will you review reports? ● Are any of your tools producing results? If so how can you

recreate that approach? ● Can you refine your approach if you are getting results, but

not reaching all your goals? ● Are you realistic about workload and results?

DON’T BE AFRAID!!!

#d2cc2d

ResourcesJB Media Institute

Free Learning● Free Monthly Webinar: Our next Digital Drop-in is Wednesday April

10, 2019● Free Digital Marketing Toolkit

Online Learning ● Introduction to Content Marketing Course● JB Media Institute Online: Next cohort begins May 13, 2019

Peer Mentoring and Coaching ● JB Media Institute All Access Cohort: Cohort accepts new attendees

in November contact [email protected] for more info.

https://www.jbmediagroupllc.com/free-webinar/

https://www.jbmediagroupllc.com/toolkit/

https://www.jbmediagroupllc.com/introduction-content-marketing-course/

https://www.jbmediagroupllc.com/online-jb-media-institute/

mailto:[email protected]

#d2cc2d

Thank You

“You do amazing things. More people should know.”

Justin Belleme Co-founder & Instructor at JB Media InstituteFounder and Chief Strategist at JB Media [email protected]

Sarah Benoit Co-founder & Lead InstructorJB Media Institute @SarahDBenoit -Twitter & Instagram Facebook.com/SarahDBenoit

www.JBMediaInstitute.com www.JBMediaGroupLLC.com

mailto:[email protected]

http://www.twitter.com/sarahdbenoit

http://www.instagram.com/sarahdbenoit

http://www.facebook.com/sarahdbenoit

http://www.jbmediainstitute.com

http://www.jbmediagroupllc.com

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