Awareness. Consideration. Intent. Conversion

Transcription

1 Awareness Consideration Intent Conversion Social media marketing planning guide 2019

2 Awareness Your goal is education & building a relationship with prospective customers, as well as increasing loyalty among existing customers. Awareness content pre-planning Past campaign performance Campaign name: The goal of this campaign was to: Top-performing content : Total impressions: User-generated Office culture Service/product specific PR/news/update Total reach: Infographic Customer testimonial

3 Awareness content pre-planning (continued) Least-performing content : Total impressions: User-generated Office culture Service/product specific PR/news/update Total reach: Infographic Customer testimonial Goal achieved Yes No What worked and why: What didn t work and why:

4 Awareness content planning Campaign name: The goal of this campaign is to: Social channel Facebook Instagram Twitter Pinterest YouTube Snapchat Call to action Subscribe to newsletter Like/follow us Learn more Share now Comment now Visit website Infographic User generated Office culture Service/product specific PR/News/Update Customer testimonial Resources needed Social conversations to join

5 Awareness content planning (continued) Awareness tactic Interact with users Join popular social Conversations Target personas Primary Secondary Other Evoke emotional response Survey/poll Contest Success metrics Impressions Reach Shares Likes New Goals Impressions Reach Shares Likes New Date to be completed Campaign launch date Campaign end date Estimated budget

6 Consideration Customers are interested in learning more about your product or service, and may be evaluating how well it fits their needs or how it compares to competitors. Consideration content pre-planning Past campaign performance Campaign name: Product/service promoted: The goal of this campaign was to: Top-performing content : Total likes: Total interactions: User-generated Product review Product demonstration Lifestyle Total clicks: Total shares: Total follows: Advertisement Company/business information

7 Consideration content pre-planning (continued) Least-performing content : Total likes: Total interactions: User-generated Product review Product demonstration Lifestyle Total clicks: Total shares: Total follows: Infographic Company/business information Goal achieved Yes No What worked and why: What worked and why:

8 Consideration content planning Campaign name: Product/service to promote: The goal of this campaign is to: Top 3 product/service features: Social channel Facebook Instagram Twitter Pinterest YouTube Snapchat Call to action Add to cart Add to wishlist Download coupon See related products Visit website User generated Product review Product demonstration Lifestyle Company/business information Advertisement

9 Consideration content planning (continued) Resources needed: Keywords/hashtags to use: Success metrics Clicks Likes Shares Follows Interactions Goals Clicks Likes Shares New follows Interactions Other Date to be completed Campaign launch date Campaign end date Estimated budget

10 Intent The customer is closing in on a purchase decision after consideration. Goals at this stage might include remarketing, such as after a product has been added to a cart. Intent content pre-planning Past campaign performance Campaign name: The goal of this campaign was to: Top-performing content : Total web sessions: Total URL shares: User-generated Special offer Coupon How-to Total page views: Avg. time on site: Advertisement Customer review

11 Intent content pre-planning (continued) Least-performing content : Total web sessions: Total URL shares: User-generated Special offer Coupon How-to Total page views: Avg. time on site: Advertisement Customer review Goal achieved Yes No What worked and why: What worked and why:

12 Intent content planning Campaign name: The goal of this campaign is to: We re creating value for our customer by: Top 3 competitors: What makes our product/service unique? Target personas Primary Secondary Other Social channel Facebook Instagram Twitter Pinterest YouTube Snapchat Call to action View customer Testimonials Visit website Buy now Chat now Contact us Claim your reward/discount

13 Intent content planning (continued) Advertisement User generated Special offer Coupon How-to Customer review Resources needed: Goals Impressions Reach Shares Likes New Success metrics Impressions Reach Shares Likes New Date to be completed Campaign launch date Campaign end date Estimated budget

14 Conversion The customer has completed the goal, such as a purchase. In addition to driving this goal, conversion content can also spur repeat visits & referrals. Conversion content pre-planning Past campaign performance Campaign name: The goal of this campaign was to: Top-performing content : Total shares: User-generated Educational Special offer Coupon How-to Total likes: Total clicks: Infographic Discount code

15 Conversion content pre-planning (continued) Top-performing content : Total shares: User-generated Educational Special offer Coupon How-to Total likes: Total clicks: Infographic Discount code Goal achieved Yes No What worked and why: What didn t work and why:

16 Conversion content planning Campaign name: The goal of this campaign is to: We re delighting our current customers by: Social channel Facebook Instagram Twitter Target personas Primary Secondary Other Pinterest YouTube Snapchat Infographic User generated Educational Special offer Coupon How-to Discount code

17 Conversion content planning (continued) Resources needed Special offer/deals we can include: Success metrics Interactions Likes Shares Clicks Goals Interactions Likes Shares Clicks Other Date to be completed Campaign launch date Campaign end date Estimated budget