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Lessons
Course Introduction
1Welcome
01:19Setting Objectives
2Marketing Funnel
02:50 3Key Performance Indicators
00:47 4Quiz: Setting Objectives
Identifying your Target Audience
5Marketing Personas
03:36Customer Research
01:44 7Facebook Audience Insights
06:45 8Survey Monkey
05:55 9Empathy Mapping
02:34 10Quiz: Identifying your Target Audience
Defining your content strategy
11Content Mission Statement
02:23 12Researching Competitors
08:47 13Content Pillars
04:52 14Identifying Post Types
04:50 15Quiz: Defining your content strategy
Executing on your content strategy
16Executing on your Content Strategy
00:38 17Planning your Posts
07:57 18Selecting Visuals
03:34 19Writing Copy
02:33 20Quiz: Executing on your content strategy
Creating an efficient process
21Creating an Efficient Process
00:16 22Reusing content
02:19 23Getting Help
10:11 24Quiz: Creating an efficient process
Measuring and Optimizing
25Measuring Performance
00:29 26Facebook and Instagram Analytics & Insights
06:41 27Multi-channel content strategy
00:40 28Quiz: Measuring and Optimizing
Conclusion
29What we learned
01:26Final Quiz
30Final Quiz
Lesson Info
Writing Copy
copyrighting is usually the last step in the process of creating social content. But it's really, really important. The copy you select for your post is what will drive engagement and action from your followers. Let's go over some general rules of thumb. Rule number one. Know your customers as we discussed before. This should always be your starting point. If your customers speak a certain way, do use their vocabulary but don't overdo it though. Or you run the risk of sounding disingenuous. This made well, example is a great execution of a brand that speaks in the same way as their followers without over doing it. Creating a strong, authentic, unique brand voice isn't easy ideally you want your brand voice to be a combination of three things of how your brand speaks and wants to be perceived of how your customer speaks and are likely to be spoken to and ways of talking that are completely distinctive from the ways any of your competitors talk. Rule number to tell a story and don't be a...
fraid of using a ton of words. In the past, marketers were shy to write long captions on facebook and instagram, but accounts like humans of new york have shown that people in these platforms are not only interested in pretty pictures, they also read Rule number three. If you want people to take action, you must let them know be clear about what they need to do. Whether it's to go to a website or click on a link in your bio. Let's take a look at some examples from our Starbucks case, study in the first image here, you're going a little bit overboard with the colloquial copy in trying to speak like your customer. You run the risk of losing authenticity for your brand. This copy is much better. You're still being informal and approachable while remaining genuine. Now, let's move on to some call to action examples here, you're introducing iced coffee, which means it's finally warm out. The coffee here describes what the drink is, but contains no information on how to get it. In other words, there's no call to action. This version is much better. You're describing what it is and letting your followers know it's available in all Starbucks locations. These principles of image and copy selection are foundational. Even though our focus here has been on the type of content that would go on a news feed, either on instagram or facebook, you should know that these work for any type of content, whether it be stories or paid ads.
Class Materials
Bonus Materials with Purchase
Ratings and Reviews
Carolina Sosa
Es una excelente clase, muy didáctica interesante y amena.