Successful Social Media From Square One (How To Create a Social Media Marketing Strategy)

If you’re a beginner in social media marketing and you’re not sure where to start, you’re probably both excited and a little bit scared. You’ve seen the power of social media and how it can skyrocket businesses to higher success. You’ve seen other people in your niche use social media to attract and serve their ideal clients.

At this point, it’s vital to have a plan laid out before you start posting willy-nilly on every available social media platform. This can seem challenging at first, but if you take it step by step there is no reason you can’t hit the ground running with the perfect social media strategy for your business.

Step 1: Select The Right Social Media Platforms

The types of posts and methods of conversation are different on each platform, and you would want to say the same thing differently on Instagram than you would on Facebook or Twitter. This is called native language, and every platform has its own native language that appeals to its specific audience.

The strategy you want to use and the goals you wish to achieve should help you to determine which social networks are right for your business. It’s better to do even 1 platform extremely well than to run a mediocre campaign on every network you can.

Here are some factors that can help you determine which social media platforms are right for you and how many you should try to juggle at once, at least in the beginning.

Target Audience
Who are your ideal customers? Which social network’s demographics align most closely with your target audience?

How much time can you spend on your social media strategy? Will you have a devoted social media manager or are you doing everything yourself? At least in the beginning, whoever is working on your social media presence should be able to devote an average of 1 hour a day to each platform you are active on.

How much experience do you have with social media marketing? Do you have marketing materials available to work with? Social Media is a visual medium, and you will need resources like quality images and video to create engaging content.

Step 2: Complete Your Profiles

A complete profile includes a profile picture, a cover photo, a short biography, and general information like address, phone number, and website URL. Having a completed profile shows that you are a professional and it tells your visitors that they can engage with you in that space.

For the visual areas of your profile, you should try to ensure that they are consistent. The more similar your profile and cover photos are across multiple networks, the more easily your customers will recognize and trust your business.

In the text section of your profile, the most important thing to remember is to be concise but informative. Make sure that you fill out every applicable section so that your customers can find the information they need.

Step 3: What Is Your Brand Voice?

If your brand was a person, what kind of personality would it have? How would it interact? Is your brand serious or fun, professional or friendly? What do you want people to think of when they think about your brand?

These are just some of the questions you can ask to determine what your brand voice should be. This is the way your brand communicates online, and it should be the same no matter who is running your social media campaigns. Create a brand voice that appeals to your ideal customers, and your customers will be happy to share your message.

Step 4: Create A Posting Plan

Before you start posting, there are some questions you’ll need to know the answers to. What works for one niche might not work for another, but reviewing some general guidelines is usually a good place to start when you’re working from square one.

What should you post?
In terms of media type, videos are currently the most engaging post types. Videos get the highest engagement rates by far on Facebook and are 6 times more likely to be retweeted on Twitter. There’s something to be said for balance, and the best strategies combine images and videos on a variety of topics, but there is no arguing that when it comes to social content, video is king.

The 80/20 Rule
Your purpose for promoting your business on social media is almost certainly to increase your profits, either by getting more customers, increasing overall sales, or promoting special offers. However, it’s not a good idea to only make posts that are directly promotional.
Think about this way: If you opened a magazine and there wasn’t anything in it but ads, you would probably put it right back down.
This is the same thought process your visitors on social media are likely to have. Because of this, it’s best to ensure that about 80 percent of your posts are purely informational, educational, or engaging. This will draw your followers in and make them more receptive to the sales messages you have reserved for the remaining 20 percent of your posts.

Don’t Use Automated Crossposting. Seriously, Please Don’t.

Many businesses that use posting tools like Buffer or HooteSuite are tempted to set their posts to disseminate automatically across all of their platforms. This may seem like an excellent shortcut, but unfortunately, it’s a shortcut that shines a garish spotlight on the fact that you’re not being as thoughtful as you could be about what you post. As I mentioned earlier, every platform has its own native language. If you just pick one language and try speaking it in every situation, the fact that you crossposted will stick out like a sore thumb and can make your business appear lazy or disconnected from your audience.

When should you post?
Platforms like Facebook have specific insights that will allow you to see exactly what times your followers are most active, but you won’t have access to this data right off the bat. Here are some good guidelines for standard posting times (all are EST):

  • Facebook – 1:00 pm To 4:00 pm On Weekdays
  • Instagram – 5:00 pm To 6:00 pm On Weekdays; 8:00 pm On Mondays
  • Twitter – 1:00 pm To 3:00 pm On Weekdays
  • Linkedin – 7:00 am To 8:30 am And 5:00 pm To 6:00 pm On Tuesday, Wednesday, And Thursday

How often should you post?
You may find that your specific experience lends itself to a different ideal frequency for posting, but in the beginning, you can start with these standard guidelines:

  • Facebook – 1 to 2 times a day
  • Instagram – 1 to 3 times a day
  • Twitter – 3 to 10 times a day, including retweets
  • LinkedIn – 1 to 2 times a day

Step 5: Always Be Testing

These guidelines can provide you with an excellent place to start, and once you’ve been running your social media campaign for a while you will start to see which frequency, timing, and content works best for you. You can use a social media reporting tool or review network insights right within the platform. Always be testing new ideas and reviewing the results to determine what works best and move forward with only the winning strategies.

Step 6: Engage With Your Audience

Now that you’ve got an active posting strategy and you’re ready to start reaching out on social media, you need to be prepared for some of your followers to reach back. I see hundreds of businesses treat their social media pages like a bulletin board, always making announcements and never replying to customer questions or remarks. This is a killer when it comes to successful social media marketing. Engaging with potential clients is the whole reason you want to be on social media in the first place, so when someone comments on your post, mentions your business, or sends you a direct message, always reply in a timely and courteous manner.


Creating an active social media presence is one of the best decisions you can make for marketing, whether you’re getting started with a new business or updating the marketing for an older one. Make sure you have a social media marketing strategy before you get started and you’ll be much closer to creating a social media presence that is engaging, creates brand awareness, and converts followers into customers.

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How To Create Your First Cold Traffic AD Campaign

We all want to be scooping up as many customers and leads as we can, right?

Of course…

In fact, a lot of people I know get “Lead Gen” stress…

What’s that?

It’s where they see all the Gurus and agencies telling them in their feed they need to do “X”, no wait, “Y”; but that’s of course after you’ve integrated with “A, B and C”…

They tell me they feel burned out before they start because it seems like…

  • A) They’re missing the boat big time on lead generation (probably true)
  • B) There’s no way they could know what they need to know to get it done and…
  • C) Scarcity mindsight. If all you see is ads and articles about people “killing it” you might be wondering…”How could I even compete anyway?” Worry not, you can with this simple guide to get you started.

*You’ve probably seen something similar to this post, but I am going to give you that last 10% you need to actually do it yourself. (NOTE: Everyone thinks Facebook Business Manager is Confusing! You’re Not Alone! Just hang in there 🙂

“How Do I Know What I Have To Share Works?”

Easy answer, I do it everyday.

Longer answer: Currently we’re averaging conversions for $1.75 or less, have over an 11% optin rate (on a form where we’re asking for First, Last, Email and Phone Number!) and a cost per pixel of less than $0.10? How are we achieving these great results? Keep reading to learn how…Armed with this information, you can start putting together a WINNING cold traffic strategy! Check it out!

Landing Page Conversions:

Creating Your Cold Traffic Campaign:

What is a cold traffic campaign?

Here’s my definition: “they don’t know you and haven’t heard of you or your product before”

Simple enough, right?

That’s probably a lot of people! I know you’re super awesome, but still, more people don’t know you, than know you; which is quite alright and leads us to our next point…

Where to start?

Right here, duh!

Here’s a quick tip to better target the right prospects for your campaign (and it actually works!)

What is the one thing your hardcore audience knows about your topic or niche that the casual audience wouldn’t?

Some examples (below)

Topic: Investing

  • Casual Audience: Knows “Warren Buffett”
  • More Serious Audience: Knows “Ray Dalio”
  • Hardcore Audience: Knows “Benjamin Graham” or “Philip A. Fisher” (never heard of them unless you’re into investing, right?)

Topic: Dog Shows

  • Casual Audience: Knows “Dog Olympics”
  • More Serious Audience: AKC/Eukanuba National Championship
  • Hardcore Audience: Crufts (Never heard of it, had to google it, but it is the world’s largest dog show!)

So think about who you’ll want to be targeting. Hardcore is always better than casual. Even your Grandma knows who Tiger Woods’ is, so if you were selling something Golf related that would be WAAAY to broad. Niche, Niche, Niche!

Facebook Ads by the Numbers

*I’m assuming you’re using Facebook Ads but this strategy will work with other platforms like Google AdWords, Pinterest, BingAds etc.

  • Targeting: Interest categories with target size of 500K – 1MM
  • Content/Offer: Cold traffic to High Value Content or Lead Magnet
  • Budget: $5 per day (as an example)
  • Success Metric: CPP (cost per tracking pixel)
  • AD Objective: Clicks to website
  • Bidding: Manual bidding by clicks (slightly higher than suggested bid)

To Break it Down For Ya…

Targeting: Use the interest targeting in Facebook to find your target audience, using the tips above, to create an audience site in the sweet spot of 500K – 1MM potential prospects.

Content Offer: Send them to highly relevant content that provides a ton of value! If you’re sending them to a lead magnet (i.e. they’re going to give you some information, maybe their name and email, and you’re going to send them some information, like a checklist or eBook, make sure it is a low friction offer with a lot of upside for them!)

NOTE: Please, do not send cold traffic to an order form or high dollar offer. It won’t convert. I’ve wasted plenty of money doing it in the past, so take my word for it. That’s like asking for a prenup on the first date! (and ends about as well as you’d expect) Remember this is cold traffic. You’re acquainting them, positively, with your brand for the first time – put your best foot forward here.

Budget: $5 per day (as an example) but start small to begin with so that you can see how things are going. Facebook Ads can run away on you if you’re not vigilant.

Success Metric: Cost Per Pixel (so, what’s the cost to pixel your traffic)

AD Objective: Clicks to website (more clicks the better obviously, remember we’ll be converting these people to warm traffic hopefully soon. Also this pixelled traffic will be used to create lookalike audiences for your future cold traffic campaigns)

BONUS: Make sure you have a johnson box, optin box within the content or an exit intent popup with a lead magnet (have something to offer). Just because you’re doing a cold traffic campaign doesn’t mean you don’t give them the option to sign up for something valuable. If you’re sending them to a lead magnet. MAKE SURE you landing page resembles your Ad both in look and content.


Why is this important? Ohhh lawdy… let me count the ways…

  1. You get new traffic to your site (win)
  2. You can measure how well your site converts that traffic
  3. You can optimize your ad copy and start learning today
  4. THIS IS HUGE: Make lookalike audiences of the people that click
  5. Gauge how prospects view the perceived value of your content
  6. Get new customers and Warm Leads
  7. You need more?

Follow these steps to get new blood into your business and learn what really works using small daily budgets. Run multiple offers and content pieces until you’ve got your own personal formula down for generating cold traffic leads. It really is that easy (and inexpensive). Stop thinking. Start creating.

Still feeling lost? Book a free 15 minute consultation to clear things up here.

Talk soon!