What is Social Media Management?
What Is Social Media Management?
Selling Subscription Packages
What is Social Media Management? Selling Subscription Packages
by Hank Zane
Every business needs a social media presence, so they say. But why? If you’ve been managing your own social media and reputation, you’ve probably learned how much time it takes to maintain your reputation and keep your audience engaged - let alone the time it takes to grow your presence. How can the effort possibly be worth the return?
The short answer is that it’s not! Social Media Management is about freeing your time to run your business and leaving the tough stuff to us - we connect the dots! We will work with you to develop a campaign strategy that is right for you. Do you want to see your ratings on Google and Yelp improve, or more search engine traffic to your website? We do that. Do you have new products and services and you want to get the word out? We do that. Do you want to improve your digital brand image? We do that. It’s all part of our Social Media subscription packages.
What is a Subscription Package?
For a monthly fee, you will be enrolled in our Social Media Management services, which includes campaign strategy for Promotions, Branding, Education & Awareness, Engagement & Reputation. See below for a detailed explanation of campaigns.
Specific services include platform updates, audience engagement, Messenger leads, 4-5 pieces of original content per week, Monthly to quarterly offers, review response, ad & graphic design, site visits & photo sessions, metrics analysis, and even on-site classes & consultation! See below for a detailed explanation on our campaigns and services.
SERVICE DETAILS
Platform updates - we will update and monitor your business info, categories, services, offers, logo and banners on your platforms. We will keep track of the latest platform updates and keep you relevant to improve your search engine traffic.
Audience engagement - we will respond to all notifications on your platforms. This includes maintaining conversations and page invitations, directing questions and sales leads, and more.
Messenger leads - we will monitor your inboxes and refer current and potential customers to your location
4-5 pieces of original content - we will post 1 piece from each campaign to your social media pages. Every piece of content will be specialized for your business and industry, branded to your specifications and owned by you for future use
Monthly to quarterly offers - we will keep your Facebook & Google My Business offers current with your promotions schedule, updated up to once per month
Review response - we will monitor and respond to all reviews on Facebook, Google My Business & Yelp, and help you in dealing with response for negative reviews and feedback
Ad & graphic design - we will design your ads, offers and content, specific to your needs. We will keep you looking professional with consistent design and branding
Site visits and photo sessions - we will keep your content personalized by visiting you on location. We can emphasize your employees or atmosphere, your products or just give people a peek inside. We will also use this personalized material in your ads and graphics.
Classes & Consultation - subscription packages include Point of Contact consultation and free admission to our Digital Marketing classes, covering topics like Growth Strategy, Metrics Analysis, iPhone Photography and much more!
Campaigns
Promotions Campaign - The goal of the promotions campaign is to increase sales and foot & web traffic. 20% of your content will be promotional. It is up to you what you want to promote - specific products and services, events, special deals, etc. We will design, produce, schedule and post your weekly promo content, optimize its performance, and analyze metrics to tailor your content to your audience for higher reach and engagement. Promo posts will also link back to your website so they have the potential to drive traffic to other promos as well.
Branding Campaign - The main goal of branding is to connect with your desired market. Design and voicing has a major impact on your brand across digital marketing platforms. Consistent and timely posting can improve your perceived professionalism and add a sense of expectation that we will always deliver. Voicing can improve trust and help us connect and engage with our desired markets.
Education - The main goal of the Education campaign is to inform people of your existence - who you are, what you do and what you offer. If we raise awareness and communicate benefits, it will raise demand for your products and services. We will also demonstrate and share industry knowledge to increase brand trust and provide some infotainment to your audience.
Engagement - The main goal of the Engagement campaign is to increase Top of Mind Awareness and brand trust. Once or twice per week I will post something fun and engaging, to get people to interact with us. These posts will be on brand but not necessarily dealing with your business, products or services. The overall goal for this is to increase Brand trust and awareness, and to increase virality potential. Virality can be used to increase web traffic and can help drive web sales in the future, as your content gets shared throughout the community and beyond.
Reputation - The goal of the Reputation campaign is to generate positive reviews and improve reputation and brand trust. 20% of your content will be based on your reputation. We will provide timely response to all reviews on Facebook, Google My Business and Yelp, post your 5-star reviews and responses as content, and request more reviews using links to your business listings. It is important to manage your reputation and review response since this can offer insight into how you handle customer service issues.
Facebook Ads Brand Awareness Campaign - By spending $1 per day we can reach up to about 20,000 individuals per month. Imagine how much it would cost to reach 20,000 people using print advertising or other conventional marketing tools. Facebook has the best targeting options and will put your ad on Instagram and Messenger for no extra charge. We can drop a pin on competitors and reach their service windows, target specific zip codes for luxury purchases, upload spreadsheets and database for customer-specific target and re-targeting, and more. Once we get further along in eCommerce, we can even drop pins on all the major metro areas in the U.S.!
PLATFORM DETAILS
Facebook / Twitter
Facebook is huge and owns some of the most heavily used apps including Instagram and Messenger. They also have the best targeting options for campaigns and Ads. Marketing algorithms have changed but we can get around that by focusing 80% on culture and 20% on promotion. People will see your page as a culture spot for your industry. We will post current promos and coupons, positive reviews, fun and engaging content, info and articles, even the occasional industry-related meme. Many of your posts will have a Call to Action like “Call Us” or “Click Here” which will drive traffic to where you want them. The primary goal of marketing on Facebook is to increase brand awareness, strengthen social SEO and keep us at the top of peoples’ minds. Your Facebook content will also be posted to your Twitter account.
Instagram can be used in much the same way as Facebook, except we have better control over where your posts will appear. Based on locations and hashtags, we can market directly to the audience of your choosing. We can also use locations and hashtags as a kind of forum, where you can find people that are interested in what you’re posting. We can increase demand for your products and services by increasing awareness in the area. Instagram is a great place to demonstrate insider culture. The primary goal of marketing on Instagram is to increase brand awareness and keep us at the top of peoples’ minds.
Google My Business / Yelp
These platforms are growing to include many more options than they did in the past. We will post products and services, promos and events, and more. This can be especially useful in marketing since people use Google and Bing to find information, with GMB and Yelp being default search engines on iPhone and Android. This is also where people leave reviews and ratings which can have a major impact on reputation. The more control we have over your listing, the more likely we will be to appear in web searches. The primary goals of marketing on GMB/Yelp are to increase awareness and reputation, and to drive promo sales.
Note: writing sample of web copy only. Hank Zane does not offer Marketing packages.