Month: February 2022

How should you structure your ad copy for Facebook and Instagram?

EJ Saunders, Founder & CEO at Blaze Digital Solutions is here to help you do just that.

After conducting ad audits for dozens of companies, EJ has found just what you need to get your audience’s attention.

WHAT IS DIGITALMARKETER:

DigitalMarketer is the premier online community for digital marketing professionals. It’s a place where you can learn how to market like a pro, connect with industry experts, and get the strategies and tools you need to grow and scale your business to new heights.

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Posting on social media whenever you feel inspired might seem convenient, but if you’re running a business, it’s not going to bring you much success. If you want to attract attention and engagement, you need to post content regularly.

The easiest way to do this without burning out is to create a social media calendar and schedule your posts in advance.

Whether it’s a simple Excel spreadsheet with a few links or a sophisticated dashboard that can contain plans for a dozen social media platforms, the way you structure your calendar is up to your preferences and needs.

In this piece, we outline the steps needed to plan a functional social media calendar. We’ll also show you some real-world examples, and give you a list of our favorite social media calendar tools. We’ve included a free social media calendar template to help you get started in no time.

What is a social media calendar?

A social media calendar is a spreadsheet, calendar, or interactive dashboard (if you’re using a social media management platform) used to organize and schedule social media content across multiple platforms ahead of time. It helps social media managers juggle campaigns better and keep track of deadlines.

You can use any platform you want to create your calendar as long as it outlines all your social media content in one place.

Each entry in a social media calendar should consist of some of these elements:

• The exact date and time the post will go live
• The social media platform and account where the post will be published
• The topic of the post
• The goals of the post
• The post’s copy and visual assets (images and videos)
• Links, tags and hashtags to be included in the post
• Sales cycles
• Any additional information

Your social media calendar can include one or several social networks, depending on the scope of your social media strategy.

Why should you use a social media content calendar?

Picture this: It’s Monday morning. 9 am.

You just started a job as a social media manager in a fast food restaurant, and throughout your onboarding session, your boss continually emphasized the importance of “going viral on social media right now!”

To avoid getting fired on your first day, you log into the company’s Facebook account and spend the next 30 minutes frantically trying to come up with some mind-blowing content to post. Eventually, you figure something out and post it. And suddenly you can breathe better.

Until you realize that you’ll have to repeat this stressful process for their Twitter, Instagram, YouTube, Pinterest, Reddit, and LinkedIn accounts.

And you have to do this every day.

Terrible, right?

That’s why social media calendars exist. They simply make your life easier.

Want more reasons to create a social media calendar? Well, here you go!

1. Save time by staying organized

Reaching your social media marketing goals requires you to spend a ton…

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In 2015, chiefmartec.com reported a “staggering” 1,876 SaaS vendors. In 2020, there were over 8,000. That’s some serious growth.

Drift’s CEO, Dave Cancel, says there are three phases to every industry:

1. The Edison phase, where companies are innovating and everything is new;
2. The Model-T phase, where companies are improving early versions, and it’s easy to stand out because you’re one of the first, and;
3. The P&G phase, where you have to find a way to be the top 1% in a saturated market either by becoming a massive global brand or a leader in your niche.

SaaS is in the final phase. It’s now winner-take-all.

Product marketing gives you the edge to compete in this hyper-crowded market—and win. It helps you pinpoint the unique positioning and messaging that builds an emotional moat around your brand.

In this article, you’ll learn how to design an effective product marketing strategy that propels your brand to that top 1%.

Getting to know product marketing (and what it is not) 

Product marketing is one of the most crucial yet misunderstood marketing functions.

One of the reasons for this confusion is its relatively recent appearance in the organization. The other reason comes from product marketing’s existence at the intersection of four critical departments: sales, marketing, product, and customer success.

As a standalone function, product marketing’s primary focus areas are positioning, voice of customer research, messaging, pricing and packaging, customer segmentation, and product launches.

While product marketing forms its own department, product marketers spend much of their time collaborating with each of the four teams.

Here are some examples of tasks they’ll perform in each department:

1. Product. Reporting research back to product managers to inform future product developments, receiving key information on changes and updates across the product lifecycle, and gathering product usage insights.
2. Sales. Assisting the sales team to develop content used throughout the sales process and leveraging insights from sales conversations to develop messaging. 
3. Marketing. Using research results to develop positioning and messaging that marketing teams can then access to promote the product and generate demand.
4. Customer Success. Using insights from customer support conversations to understand common problems and solving these objections by creating informative content.

Product marketing’s main goal is to contribute to revenue generation; other marketing and sales teams are product marketing’s most important internal customers.

Product marketers help by:

• Educating sales on the challenges buyers are having;
• Conducting win/loss analyses to understand what’s working well and what’s not;
• Developing collateral and sales assets to help agents sell better.

They also work very closely with the product team, primarily on research tasks that inform product development. 

They gather intel on competitors, perform market research, and deeply understand how other products function to inform the direction and roadmap of product development.

The role of product marketing is more about answering key strategic questions (who needs the solution, where are they, how do…

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