Episode 111: Control Your Facebook Ad Experience: Bidding, Relevance Score, and Probability of Action

What’s the Facebook ad auction and how does it impact the success of your ads? We’ll explain that with guest Drew Tweito, CEO of FunnelBoom.

You’ll learn the four components that matter most in the auction, three of which you can control directly. Understanding this will help you scale your Facebook campaigns and drive down the cost of your Facebook ad spend.

IN THIS EPISODE YOU’LL LEARN:

  • Why small companies can compete with the Goliaths of the business world when using the Facebook Ad Auction right.
  • The forgotten component you need to pay attention to if you want your Facebook ad to be seen by your audience (« this can help reduce your ad spend).
  • Different Facebook bidding strategies you can use to win the auction and scale your campaign.

LINKS AND RESOURCES MENTIONED IN THIS EPISODE:

Episode 49: Boosted Posts: Microtargeting and Other Advanced Uses of Facebook’s “Easy Button”
Episode 86: UPSYD: The 5-Step Framework to Generate More Customers
Episode 108: How Facebook’s Ad Algorithm Works
Drew’s add-on about Facebook bidding

Thanks so much for joining us this week. Have some feedback you’d like to share? Leave us a review on iTunes!

The post Episode 111: Control Your Facebook Ad Experience: Bidding, Relevance Score, and Probability of Action appeared first on DigitalMarketer.

Facebook for Business: The Ultimate Facebook Marketing Guide

If you’re new to Facebook business options or want to add something new to your current Facebook marketing plan, this page is for you. Here, you’ll find articles and resources to help beginner, intermediate, and advanced marketers use Facebook pages, profiles, groups, ads, Live video, analysis, contests, and more for business. Put My Business on Facebook […]

This post Facebook for Business: The Ultimate Facebook Marketing Guide first appeared on .
– Your Guide to the Social Media Jungle

How to Set Up a Creative Facebook Cover Video

Have you thought about using video in place of your Facebook cover photo? Are you looking for creative examples? In this article, you’ll discover how to use a Facebook video cover on your Facebook page. Why Use a Facebook Cover Video? When users visit your page, your Facebook cover photo is one of the first […]

This post How to Set Up a Creative Facebook Cover Video first appeared on .
– Your Guide to the Social Media Jungle

LinkedIn Updates, New Facebook Ads, and the New Facebook Design

Welcome to this week’s edition of the Social Media Marketing Talk Show, a news show for marketers who want to stay on the leading edge of social media. On this week’s Social Media Marketing Talk Show with Michael Stelzner, we explore LinkedIn updates with Erik Fisher, new Facebook ads with Amanda Bond, the new Facebook design, […]

This post LinkedIn Updates, New Facebook Ads, and the New Facebook Design first appeared on .
– Your Guide to the Social Media Jungle

Build a Steady Stream of Clients in 30 Minutes a Day Using This One Free Tool

If I were granted three wishes, I’d wish for:

  1. More clients
  2. More repeat buyers
  3. More referrals

But how do you turn wishes into reality? You create a system with the resources at your disposal.

For the past six years, I’ve been using a FREE online tool to consistently grow my online advertising consultant agency business.

It’s an eight-step process for getting new clients that takes thirty minutes a day—and you can put it to use, too.

Want to know what it is?

It’s LinkedIn.

Yes, that “boring” LinkedIn you thought was just a place to find a new job. "The key to success with this eight-step strategy is simple."

I personally use these eight steps to create a LinkedIn profile that creates 10-15 sales appointments every week and a very comfortable six-figure business—not to mention this strategy helped inform my book, Ultimate Guide to LinkedIn for Business.

And I’m about to share that with you now.

NOTE: Before we begin, the key to success with this eight-step strategy is simple:

Pretend you’re sitting across the table at Starbucks with your LinkedIn connection and focus on helping them solve their biggest business challenge.

No selling. Just show genuine interest in helping them with no expectation of them returning the favor.

Ready to get started? Let’s go!

How to Get New Clients on LinkedIn Step 1: How to Identify Your Ideal Customer Avatar

To create a LinkedIn profile that generates a steady stream of clients, you first must start with your customer.

Who are you looking for? If you don’t know who you are looking for, how will you know when you find them? "If you don't know who you are looking for, how will you know when you find them?"

To get new clients using LinkedIn, you need to know…

  • Who your ideal client is
  • What keeps them up at night
  • Where to find them

To learn that and identify who your ideal customer is, start by looking at your current customer list. Find the top 20% who spent the most money with you last year. Then, throw away the rest of the list because 80% of your revenue is coming from the top 20%.

Next, take the characteristics of your top 20% and fill out the DigitalMarketer Customer Avatar Worksheet. This will allow you to create your ideal customer persona(s).

DigitalMarketer's Customer Avatar Worksheet

Once you know who you’re looking for, you can figure out…

How to Get New Clients on LinkedIn Step 2: The Problem You Solve for Your Customers

This comes from the Challenges and Pain Points section of the Customer Avatar Worksheet. "You want to speak to the end result your product or service provides." ~Ted Prodomou

Identify two to five challenges your prospect is facing – what keeps your customer up at night?

It may look something like this when filled out:

Customer Avatar Worksheet Challenges and Pain Points

Knowing the pain points and challenges your avatar faces will help you identify what problem(s) you solve for them.

This will allow you to go beyond the product or service you offer and hit on what really matters: the end result and the feeling they’ll get from the end result.

Remember, people buy end results. They don’t buy products.

"Remember, people buy end results, they don't buy products."For instance, a person doesn’t go to a hardware store to buy a hammer. They go to a hardware store to buy a hammer so they can hang pictures of their loved ones and make their place feel homey.

Knowing the challenges and pain points your avatar faces will help you know the best way to communicate with your audience. You want to speak to the end result your product or service provides.

(RELATED: Perpetual Traffic Episode 64: Donald Miller Shares 7 Proven Story Formulas for Sharpening Your Marketing Message)

And once you know the avatar you’re looking for and what challenges and pain points they may face, it’s time for you to head over to LinkedIn and beef up your profile (or make one)!

How to Get New Clients on LinkedIn Step 3: How to Create a Client-Attracting LinkedIn Profile

“You never get a second chance to make a great first impression,” is the famous quote from actor Will Rogers.

And the same goes for your LinkedIn profile.

According to a study by the International Data Corporation (IDC), 83% of business professionals look at your LinkedIn profile BEFORE doing business with you.

If your LinkedIn profile doesn’t project that you’re a professional within two seconds, they will click away.

To make a great first impression that lets prospective customers know you can solve their problem(s), optimize these six factors:

Alex Mandossian's LinkedIn profile

Let’s examine the six factors you need to optimize in more detail…

1. Grab The Viewer’s Attention with Your Profile Background

The first thing people see is your profile background header. This is valuable real estate where you can grab people’s attention and let them know how you help them.

See how my good friend and client, Alex Mandossian, includes an action shot of him speaking and the headline, “Conversion Secrets That Put Your Business in High Growth Mode” in his profile background:

Example of a LinkedIn background that grabs a viewer's attention

This quickly conveys:

  • What he does
  • Piques curiosity
  • Establishes himself as an authority in his industry

2. Use a Professional Headshot with a Friendly, Smiling Face

You do not want a blurry, cropped photo. Nor do you want a picture that is obviously a selfie or a photo you would use on a social media platform like Facebook or SnapChat.

But, if a professional headshot isn’t in the cards for you, ask a friend to take some professional-looking shots.

3. Keep Your Name Field Clean

Symbols, titles, and too many certifications can be DISTRACTING and make it harder for people to search for you by name.

You want to make it as EASY as possible for people to find you. Otherwise, they’re likely to abandon the search when you can’t be located quickly.

4. Turn Your Professional Headline into an Attention-Grabbing, Benefit-Related Statement

By default, LinkedIn uses your current job title and company name in this section.

And almost every LinkedIn user has their job title as their professional headline. But if you search for a job title like “online marketer,” 163,425 people use that phrase in their profile (as of now).

A little crowded, no? How do you stand out?

Create a client-focused, benefit-related headline that grabs the attention of the profile viewer, like Alex does…

Example of an attention-grabbing LinkedIn headline

For instance, if my business is struggling and has plateaued at $100,000 a year, when I see Alex’s professional headline, I want to click on his profile to learn more about how he helps businesses move from six figures to seven figures.

Remember, you only have 120 characters in your professional headline, so use them wisely.

Your goal is to create a compelling statement that will entice the viewer to click on your profile to learn more.

And NO selling in your headline. Just get them to click and learn more about you.

Think about your professional headline as an online ad.

Perry Marshall taught me many years ago that the purpose of an online ad is not to sell your product or service. The purpose of the ad is to sell the click which leads visitors to your landing page where you begin the sales process.

Your LinkedIn profile is your landing page where people go to learn more about you and your products and services. Your professional headline has to get them there.

5. Get at Least 501 Connections

You want your profile to have the coveted 500+ connections.

People perceive you as a serious business person when you have 500+ connections. It elevates your status and bolsters your authority and credibility that so many people want to connect with you.

Recently, I came across a LinkedIn profile where someone proclaimed himself as the “Godfather of Networking.”

Guess how many connections he had? A whopping 220. "You want your profile to have the coveted 500+ connections."

Really? The Godfather of Networking can only muster 220 LinkedIn connections?

His reputation was tarnished in my eyes, and I didn’t trust anything else in his profile.

But how do you go about gaining 500+ connections?

When I meet people at events and we exchange business cards, I immediately invite them to connect with me on LinkedIn while my name and face are fresh in their minds.

Send them a message that goes beyond the default LinkedIn message like, “I enjoyed meeting you at Traffic & Conversion Summit today, and I would like to connect with you.”

6. Include a Provocative Question or Statement in the First Line of Your Summary

Treat the first line of your Summary as a headline that continues the conversation you started in your professional headline.

Having an engaging question or statement in the opening line of your Summary will entice viewers to continue reading your profile.

"People perceive you as a serious business person when you have 500+ connections." ~Ted ProdomouAlso, keep the Summary in first person – this makes your profile more approachable.

To help you write your Summary, pretend you’re having a cup of coffee at Starbucks with the reader.

I structure my Summary as a conversation between myself and the reader, whom I just met.

When you first meet someone, you want to get to know each other. This isn’t the time to sell to them (that comes later).

Focus on helping them get to know, like, and trust you in the Summary as you would in real life.

So, you’ve created or beefed up your LinkedIn profile. What’s next? Connecting!

(NOTE: Before you can start selling to your audience, you need to know who your ideal customer is, where they are, and what they will buy. Download our proven Customer Avatar Worksheet now and get clear on who you’re selling to.)

Download our proven Customer Avatar Worksheet now and get clear on who you’re selling to.

How to Get New Clients on LinkedIn Step 4: Using LinkedIn to Connect and Build a Relationship with Your Ideal Customer Avatar

Once I’ve connected with someone on LinkedIn, I like to send a friendly, non-salesy “welcome” message.

Here’s an example of one of my welcome messages I sent to a new connection.

LinkedIn Welcome Message example

Notice I’m not trying to sell anything in my welcome message. My goal is to earn their trust by offering to introduce them to people in my network. 

A few months ago, I added a line to my welcome message that has SIGNIFICANTLY increased engagement and started conversations with my new connections.

It’s, “Just for fun, tell me something interesting about you or your business.”

When I ask people to tell me something interesting about themselves, 20% actually reply to my message and tell me something interesting.

On the flip side, when I don’t ask a question or prompt them to tell me something interesting about them, only about 2% respond with a generic, “Thanks for connecting,” or they send me a very long sales letter.

Including a simple question like this is a conversation starter which moves our relationship from complete strangers to acquaintances, like the response I received from a contact below:

A LinkedIn response

Next, in my welcome message, I offer to tell them something interesting about me and I drive them to my LinkedIn Friends page on my website.

Again, I’m not selling anything.

My goal is to get them to visit my website so they can learn more about my business and me.

On my website, they can download a LinkedIn strategy guide and take a free, one-hour LinkedIn class after opting in.

Ted Prodromou Website

I also pixel them for Facebook and Google ads, so I’m building highly-targeted custom audiences.

(RELATED: [Test Results] The “Pixel Process”: How Digital Marketer Gets 81% More Leads and 38% More Sales From Paid Traffic)

Finally, at the end of my welcome message, I have my contact information and a P.S. where I offer my free LinkedIn course again.

Following the welcome message, it’s time to keep in touch with your LinkedIn connections, which takes us to Step 5.

How to Get New Clients on LinkedIn Step 5: How to Keep in Touch with Your LinkedIn Connections

In this step, you’ll send short, inquisitive messages to your LinkedIn connections to pique their interest.

"Moral of the story, it never hurts to reach out."Every few months, or when I have a webinar or live event coming up, I send personalized messages to my connections.

For example, when LinkedIn makes big changes, as they did with the recent update, I reach out to people I know use LinkedIn daily, like sales professionals, to let them know I have a new training.

Here are a few different personalized messages I’ve sent out that you can use for inspiration:

Example of a personalized LinkedIn message

Example of a personalized LinkedIn message

Example of a personalized LinkedIn message

Reaching out gets me top of mind and often starts a conversation or leads to a phone call to catch up, and it can pay off…

I reached out to my connection David with a short message and here’s a snippet of our conversation that led me to close a deal to train 75 sales reps at a Fortune 100 computer software company:

LinkedIn conversation

Next, here’s an interaction with one of my first internet marketing mentors.

I was just re-connecting with him to thank him for helping me get started in internet marketing. Now, I’m going to interview him for my Social Selling TV show and he’s going to send me referrals when he comes across someone needing LinkedIn help — all because I reached out to him on LinkedIn.

LinkedIn conversation

And then shortly after…

LinkedIn conversation

Moral of the story, it NEVER hurts to reach out.

Once you’ve reached out, it’s time to…

How to Get New Clients on LinkedIn Step 6: Get Your LinkedIn Connection on the Phone

Of those who respond to these messages, the next step is to invite them to schedule a short call to discuss their business challenges and how you may be able to help them.

I close all my coaching clients via phone consultations/strategy sessions, and I do this by asking one final question at the end of the phone conversation:

“Would you like my help?”

For me, these phone calls have closed deals and led to genuine connections. And that leads into our next step.

How to Get New Clients on LinkedIn Step 7: How to Build Your LinkedIn Profile’s Authority

At this point, the connection has become a client and we are performing our consulting services.

"This is the easiest way to get great recommendations on LinkedIn."This is where you work your magic and use your expertise to help solve your clients’ business problems.

When you solve one problem for them, there’s a great chance they will hire you over and over to solve more problems.

Next, when the first project is complete, write a LinkedIn recommendation for them and describe how it was working with them.

Once they receive the recommendation, LinkedIn will prompt them to write a recommendation for you.

This is the easiest way to get great recommendations on LinkedIn, which will help you build your profile’s authority and make your profile look that much more professional.

Recommendations serve as social proof, and there are few things more powerful than social proof.

Here are some of the recommendations I’ve given…

LinkedIn recommendations Ted's given

And it has resulted in me receiving several (35 as of now) quality recommendations that I really appreciate…

LinkedIn recommendations Ted's received

And that takes us to our final step…

How to Get New Clients on LinkedIn Step 8. Rinse and Repeat Steps 4 Through 7

Capitalize your success by continuing the process:

  1. Invite your ideal LinkedIn prospects to connect using a personalized invitation message.
  2. Keep in touch with short, inquisitive messages to stay top of mind. And share high-quality content with them that’s related to their biggest business challenges.
  3. When they respond to your messages, ask them for a short phone conversation so you can learn more about their challenges and pain points. At the end of the call, ask if they’d like your help.
  4. After they hire you…
    • Solve their problem
    • Give them a stellar LinkedIn recommendation
    • And ask them what else you can do to help them

Now that you have a proven process to use LinkedIn to generate business on demand, the next action step is one you should dive into today: spend thirty minutes a day building your professional network and building relationships on LinkedIn… and do it again tomorrow, and the day after :).

(NOTE: Before you can start selling to your audience, you need to know who your ideal customer is, where they are, and what they will buy. Download our proven Customer Avatar Worksheet now and get clear on who you’re selling to.)

Download our proven Customer Avatar Worksheet now and get clear on who you’re selling to.

The post Build a Steady Stream of Clients in 30 Minutes a Day Using This One Free Tool appeared first on DigitalMarketer.

How to Optimize Your Facebook Ads: A Proven Approach

Want to improve the performance of your Facebook campaigns? Wondering how to successfully test and fine-tune your Facebook ads? To explore his process for optimizing Facebook ads, I interview Azriel Ratz. More About This Show The Social Media Marketing podcast is an on-demand talk radio show from Social Media Examiner. It’s designed to help busy […]

This post How to Optimize Your Facebook Ads: A Proven Approach first appeared on .
– Your Guide to the Social Media Jungle

How to Hire a Social Media Marketer: A Complete Hiring Kit for Recruiting, Selecting, & Training

Looking to hire a social media marketer?

This hiring kit will give you the guidance needed to hire the right social media marketer the first time.

The term “social media marketer” can refer to a wide variety of roles and responsibilities. You might be running solo and looking to bring in someone to jumpstart your social media marketing initiative. Or, perhaps you have an expanding business and are looking to add talent to an existing marketing team.

This hiring kit includes:

NOTE: You’ll get a downloadable version of the Social Media Hiring Kit at the end of this post. 🙂

Let’s get right to it…

Job Titles and Descriptions

It’s important to know what role you’d like your new hire to fill. A fully fleshed-out social media marketing team at a large corporation is often a part of a larger content marketing team. It will include most, if not all, of these roles while a small operation might include only one.

(RELATED: How To Build A Marketing Dream Team For Your Brand (Even If You Aren’t A Marketer))

We’ll begin with a high-level overview of each position:

Social Media Manager – The lead social media marketer responsible for strategic development and execution of all social content and campaigns to increase brand awareness, engagement, and traffic. They develop social media strategy, supervise its execution, then evaluate the results, as well as manage vendor relationships and strategic partnerships.

Social Media Analyst – Collects and analyzes data related to social media marketing campaigns, assists in identifying appropriate social media channels for social media efforts, tailors campaigns to each channel’s audience, tracks the performance of social media initiatives, and develops/implements changes to improve business results.

Social Media Specialist – Creates and distributes content across social media channels (Facebook, Twitter, Instagram, etc.) to establish brand authority, manages company reputation, provides social customer care, facilitates partnerships with key influencers on the social web, and introduces offers where appropriate.

Social Media Coordinator – Monitors and updates social media channels, engages with the community in real-time, supports the social media team by managing the creation of engaging multimedia assets (including graphics and videos).

Graphic Designer – Assembles images, typography, and other visuals to make social content engaging and memorable while maintaining brand consistency.

Video Marketing Manager – Creates and leverages interviews, testimonials, demos, and other storytelling styles in video format to strengthen emotional connections, engagement levels, and marketing initiatives.

It’s important to note that the positions listed above are roles, not necessarily individual people with individual titles. If you are a smaller company, you might have one person who fills several of these roles.

In most cases, if you’re building a brand new social media team, hire the Social Media Manager role first. The right Social Media Manager can be a “jack-of-all-trades” who handles a myriad of roles and responsibilities. When hiring a one-person social media team, look for an individual with superb social media marketing skills. Keep in mind, though, any additional skills (live video or graphic design, for instance) will be enormously valuable to a budding social media team.

"Your social media manager is the foundation upon which your social media team is built."Your Social Media Manager is the foundation upon which your social media team is built. Add new members to this team based on the gaps presented by your Social Media Manager. For example, your Social Media Manager may be great at posting engaging social content and driving community engagement, but not so hot at creating attractive graphics and live videos. Use your next hire to close the video marketing and graphic design gaps.

Use the organizational chart below when you are ready to add specialists and expand your social media team.

Organizational Chart

Your organizational chart will depend on the size of your organization and the temperament, talent, and experience of your team members (among other things), but the configuration below is a solid starting point for many organizations.

A possible company organization chart for the social media marketing team.

Remember, if you’re just getting started with social media, begin by hiring the Social Media Manager role. Then, add other roles as the need arises. Once your social media and content teams are fully fleshed out with multiple hires in the same roles (multiple social media coordinators, video marketers, etc.), start looking to add a Chief Content Officer to direct and coordinate both the content and social media teams.

(NOTE: Want a step-by-step plan for tracking, measuring, and monetizing social media? You can with DigitalMarketer’s Social & Community Mastery Specialist training and certification program. Click here to learn more!)

Get certified as a social media marketer.

Job Posting Builder

The following section is designed to build a custom job posting appropriate for your unique circumstances. The makeup of your job posting will depend on the skills needed by your company, salary available, and availability of talent.

A thorough job posting has six components:

  1. Position Summary
  2. Roles & Responsibilities
  3. Skill Requirements
  4. Education & Experience
  5. Benefits & Salary
  6. About the Company

Step 1: Choose a Position Summary

Hiring a Social Media Manager? Analyst? Coordinator? If you’re not sure, make your best guess now and adjust as your thoughts clarify later in this process:

Social Media Manager

The Social Media Manager is responsible for providing the primary voice of the company across the social web, including Facebook, Twitter, and LinkedIn.

"The social media manager is responsible for providing the primary voice of the company across the social web." ~Russ HenneberryThe right candidate has experience in social customer service and a deep familiarity with a variety of social media platforms. They can work with members of the social media and content teams to coordinate social marketing initiatives while giving direction to the social media team regarding voice, sentiment, and the overall experience of the intended audience.

This position requires 2-4 years of experience designing and implementing a social media strategy that supports the organization’s social marketing initiatives while increasing brand awareness, engagement, and traffic.

Social Media Analyst

The Social Media Analyst, under the direction of the Social Media Manager, collects and analyzes data from all social media marketing initiatives across a variety of social channels. They help identify appropriate social media channels for achieving specific business objectives and tailor messaging for the target audience in each channel.

This role requires expertise in a variety of social media management tools, collecting and interpreting data from those tools, and reporting on the findings.

This position requires experience creating, executing, monitoring, and reporting on social media initiatives.

Social Media Specialist

The Social Media Specialist creates and schedules brand content across a variety of social platforms, drives social interactions with fans and followers, and supports specific content marketing initiatives, all while providing social customer care.

This role requires expertise in creating, editing, publishing, and sharing content on multiple social channels. Applicants must understand the unique requirements of each channel and be able to maintain the organization’s voice in each.

This position requires 1-2 years of social media and digital marketing experience.

Social Media Coordinator

The Social Media Coordinator is responsible for coordinating with the social media and creative teams to create original multimedia assets (including graphics and videos) that support social marketing initiatives. They will also support the social media team by monitoring and updating social media channels as needed.

This position requires the ability to work with internal and external stakeholders to identify the graphics and media needed for upcoming initiatives, then collaborate with creative talent to manage their production. The ideal candidate is creative, detail-oriented, and a natural multitasker. The Social Media Coordinator is responsible for coordinating with the social media and creative teams to create original multimedia assets (including graphics and videos) that support social marketing initiatives.

This role requires experience in social media marketing, including the production of social media assets.

Video Marketing Manager

The Video Marketing Manager is responsible for the coordination and production of all video content.

The right candidate has experience in directing, shooting, editing, producing, and optimizing a variety of corporate videos. The Video Marketing Manager is a creative, out-of-the-box thinker specializing in the translation of messages into compelling visual stories that are consistent with the brand.

Graphic Designer

The Graphic Designer is responsible for the coordination and production of all images needed for the organization’s content team.

The right candidate has experience in a variety of design software and a proven ability to produce entertaining, educational, and/or inspirational visual content that is consistent with the brand’s “look and feel.”

Step 2: Choose Roles & Responsibilities

In this step, you will add detail to the role this new hire will play in your organization. Keep in mind, it’s unlikely you’ll find a candidate who fits every role or responsibility listed below. For example, you’re unlikely to find a candidate with proficiency in social strategy and video.

Consider creating a job posting that lists the roles and responsibilities you feel are absolutely necessary and lists others as “nice to haves.”Consider creating a job posting that lists the roles and responsibilities you feel are absolutely necessary and lists others as “nice to haves.”

Now, choose the roles and responsibilities for which you want to hire. Common job titles associated with the roles are noted in parentheses.

Key:

  • (SMM) Social Media Manager
  • (SMA) Social Media Analyst
  • (SMS) Social Media Specialist
  • (SMC) Social Media Coordinator
  • (GD) Graphic Designer
  • (VMM) Video Marketing Manager 

Overseeing the Social Media Team and support team growth, development, and implementation of new initiatives. (SMM)

Developing and maintaining a social media strategy that actively addresses listening, networking, influencing, and selling on the social web. (SMM)

Identifying authoritative and influential individuals and brands on the social web and implementing a social networking strategy to facilitate and nurture strategic partnerships. (SMM, SMS)

Monitoring and responding to customer service and reputation management issues on the social web using social listening tools. (SMM, SMS)

Establishing authority on the social web through the distribution and sharing of valuable content produced internally and externally. (SMM, SMS)

Generating leads and sales from existing customers and prospects on the social web through the distribution of appropriate offers. (SMM, SMS)

Monitoring discussions and trends as they pertain to the company, products, and brand. Identifying and reporting on trends in sentiment and advising on potential opportunities for content and product creation. (SMM, SMA)

Monitoring and measuring the success of social media strategy (e.g., increased engagement, customer acquisition, website traffic, etc.). Identifying, analyzing, and reporting on social media trends to internal team. (SMM, SMA)

Collecting and analyzing the appropriate social data/metrics, insights, and best practices for ad hoc analysis and regular reporting. (SMM, SMA)

Assisting with the identification of appropriate social media channels for achieving specific business goals and tailoring the message to those channels. (SMA)

Planning, creating, and implementing paid social media campaigns on social media networks with appropriate audience targeting. (SMM, SMA, SMS)

Maintaining an active, well-rounded personal presence in social media, demonstrating a command of each network and their best practices, and easily adopting the brand voice in each. (SMS, SMC)

Generating, editing, publishing, and sharing daily content (blog posts, original text, images, and/or video) that builds meaningful connections and encourages community members to take action. (SMS, SMC)

Sharing curated content to build community, drive engagement, and build brand authority. (SMS, SMC)

Performing social listening, customer care, and reputation management in line with the brand’s moderation policy, reporting on findings, and providing feedback to appropriate internal stakeholders as needed. (SMS, SMC)

Going the extra mile to engage customers. (SMS, SMC)

Working collaboratively with marketing, content, and creative teams to create social assets that are appropriate for specific social channels and brand initiatives. (SMS, SMC)

Creating and maintaining brand consistency through the use of the organization’s branding and style guide standards on logos, colors, typography, and other graphic collateral. (GD)

Designing engaging, creative images for use in a variety of digital assets including images for social media, written content, presentations, etc. (GD)

Collaborating closely with other members of the social media marketing team to brainstorm and plan upcoming social content by determining scope and realistic deadlines for various design content. (GD)

Creating accurate graphics, charts, graphs, etc., that visually support the context of given content. (GD)

Creating a video marketing project plan that aligns with organizational social media marketing goals. (VMM)

Producing and/or directing video content for social media channels. (VMM, SMC)

Managing the production of video content (shooting, editing, uploading, optimizing, and adding effects) for use on the organization’s video channels. (VMM)

Managing the production (shooting, editing, uploading, adding effects) of promotional or engaging video content for use in social media. (VMM)

Coordinating with the social media marketing team to distribute videos that support the social media and content efforts. (VMM)

Leveraging interviews, testimonials, demos, and other storytelling styles to meet the needs of the target audience. (VMM)

Strategically examining available platforms and apps to ensure video content is easy to distribute in social channels. (VMM)

(NOTE: Want a step-by-step plan for tracking, measuring, and monetizing social media? See DigitalMarketer’s Social & Community Mastery Specialist training and certification program by clicking here.)

Get certified as a social media marketer.

Step 3: Choose Skill Requirements

In this step, you’ll choose the specific skills required for this position. As with the roles and responsibilities section, it won’t be possible (or necessary) to find a candidate that possesses all of the skills listed below.

Again, consider listing some skills as necessary and others as an added bonus. Also, list specific hardware, software, or applications your organization is using such as Adobe Creative Suite, Hootsuite, or Lumix GH5 cameras in this section. "Consider listing some skills as necessary and others as an added bonus."

Choose which role you want to hire. Common job titles associated with these skills are noted in parentheses.

Leadership – Experience leading a team in a fast-paced, project-driven environment. (SMM)

Editing – Proven editorial skills including strong language skills and the ability to adjust content to remain consistent with the brand’s voice, style, and tone. (SMM, SMS, SMC)

Analytics – Experience collecting and analyzing the appropriate social data/metrics for the purpose of optimizing marketing strategy and tactics. (SMM, SMA)

Project Management – Experience coordinating with multiple stakeholders and teams to create social media assets supporting specific social marketing initiatives. (SMM, SMS, SMC, VMM)

Design Platforms – Expertise in Adobe Creative Suite, including Photoshop, InDesign, Illustrator, and Acrobat Pro. (GD)

Design Principles – Comprehensive understanding of design principles for desktop and mobile layouts. (GD)

Creative – Excellent creative and design skills with proficiency in typography, color, layout, composition, imagery, and video, as evidenced by a professional portfolio. (GD)

Organization – Demonstrated ability to manage multiple projects or initiatives effectively and efficiently while maintaining priorities, deadlines, and deliverables in a fast-paced environment. (SMM, SMA, SMS, SMC, GD, VMM)

Critical Thinking – Ability to identify trends and adjust strategy using analytical and quantitative problem-solving. (SMM, SMA)

Video Production – Demonstrated ability to create compelling visual stories for marketing and business objectives while maintaining creative, technical, and brand standards. (VMM)

Social Media Marketing – Proven experience using social media channels to distribute and amplify the organization’s content. Familiar with features, audience, and maintenance of key social media platforms. (SMM, SMA, SMS, SMC)

Social Customer Care – Demonstrated ability to handle a variety of customer service related issues on the social web. (SMM, SMS, SMC)

Communication Skills – Superior ability to communicate clearly and effectively with internal and external audiences. (SMM, SMS, VMM)

Step 4: Choose Education & Experience

The level of education and experience you require for the role will depend on the salary you are willing to offer and the availability of talent in the area you are recruiting.

Keep in mind that digital marketing is still a young vocation. While a veteran in more traditional professions (think accounting or human resources) might have 20+ years of experience, the equivalent in digital marketing might be half that.

Choose the level(s) of education and experience you’ll require for this position.

  • Technical Training
  • Bachelor’s Degree
  • Master’s Degree
  • 1+ years professional experience
  • 3+ years professional experience
  • 5+ years professional experience
  • 10+ years professional experience

Step 5: Add Salary, Benefits, & Company Information

The last step in building a solid job posting is the addition of salary and benefits. Are you offering health and vision insurance? What about 401k matching? Lastly, add a paragraph or two about your company.

The last step in building a solid job posting is the addition of salary and benefits.Are you offering health and vision insurance? What about 401k matching? Lastly, add a paragraph or two about your company.

Here’s an example from DigitalMarketer’s job postings:

DigitalMarketer is a research, training, and certification company based in Austin, TX, that focuses on sharing what’s new and what’s actually working in digital marketing with small businesses, agencies, and marketing professionals.

Our mission is simple: We want to help double the size of 10,000 small businesses by 2020, and we believe the best way to do that is to train a new breed of digital marketing professions so they’re able to leverage modern distribution channels to generate additional leads and sales for their companies.

We’re passionate about this mission, and we absolutely love what we do. If you would like to share in this mission, and you believe you possess an uncommon blend of marketing genius and entrepreneurial irreverence, then we invite you to apply.

(NOTE: Want a step-by-step plan for tracking, measuring, and monetizing social media? You can with DigitalMarketer’s Social & Community Mastery Specialist training and certification program. Click here to learn more!)

Get certified as a social media marketer.

Interview Questions for a Social Media Marketing Job

A successful social media marketer will be required to think creatively, strategically, and tactically. They may also be required to manage people and/or projects, provide customer care and support, meet deadlines, and provide proven experience in their given field of expertise.

"A successful social media marketer will be required to think creatively, strategically, and tactically."The following sample interview questions are intentionally behavioral in that they ask the candidate to describe actual scenarios that reveal their level of experience. These are general questions that we ask our social media marketer candidates and should be adjusted to fit the role for which you are hiring.

Tell me about the most creative piece of social content you have been involved in creating for an organization.

  • FOLLOW-UP: What was your role in the creation of that content?
  • FOLLOW-UP: How and where did you share that piece of content?
  • FOLLOW-UP: What organizational goal did that piece of content meet?
  • FOLLOW-UP: How did you measure the effectiveness of that piece of content?

Tell me about the most successful social media marketing project you have managed.

  • FOLLOW-UP: What organizational goal did that project meet?
  • FOLLOW-UP: How many team members did you work with or manage during this project, and what were their roles?
  • FOLLOW-UP: Describe an obstacle you encountered with a team member in this project and how you overcame it.
  • FOLLOW-UP: Describe how this project was designed to meet deadlines and objectives.

Tell me about a video (or graphic) you created for a social media campaign that received a high amount of traffic and engagement.

  • FOLLOW-UP: What tactics did you use to optimize the video (graphic) for engagement?
  • FOLLOW-UP: Did you plan and execute it yourself, or did you work with a team to complete the project?
  • FOLLOW-UP: What challenges arose during the production of the video (graphic), and how were they resolved?

Tell me about a time when you used data and analytics to adjust social marketing strategy or tactics.

  • FOLLOW-UP What were the metrics you found most useful?
  • FOLLOW-UP: Can you describe your process for interpreting the data?

Tell me about a time when you discovered a customer giving a negative review of the company on social media.

  • FOLLOW-UP: What tactics did you use to disarm the situation?
  • FOLLOW-UP: Describe how this strategy affected your approach to social customer care.

Tell me about a social media initiative you were involved in creating that received high exposure on social media channels like Facebook, Twitter, or LinkedIn.

  • FOLLOW-UP: What was your role in this initiative?
  • FOLLOW-UP: What tactics did you use to ensure that campaign was seen and engaged with?
  • FOLLOW-UP: Did you work on this campaign alone, or did you work with a team to produce the campaign?
  • FOLLOW-UP: What was the biggest challenge in taking that campaign from conception to completion?

Tell me about a piece of social content that you edited or optimized and how your efforts strengthened it.

  • FOLLOW-UP Was it your own content or someone else’s content that you strengthened?
  • FOLLOW-UP: What prompted you to edit or optimize the content, and what was your process?

Tell me about a piece of social content or a social media post you were involved in creating that effectively boosted leads and/or sales.

  • FOLLOW-UP: Were you solely responsible for that post, or did you work with another team member who was familiar with social media strategy or promotions?
  • FOLLOW-UP: What did you do to make it more effective at generating leads or sales?

Is there a brand whose social media strategy stands out to you, either for good or bad?

  • FOLLOW-UP: What makes it stand out to you?
  • FOLLOW-UP: What would you do to improve on what they’re doing?

Name a brand whose approach to social media is worth imitating?

  • FOLLOW-UP: Why?
  • FOLLOW-UP: How would you implement something similar in a different industry?

Where to Find Your Next Social Media Marketer

To find qualified applicants, you can list your job postings on both free and premium job board websites, including:

Free Job Posting Sites

Glassdoor

Glassdoor is a free resource for job seekers to get access to over eight million company reviews, job listings, salary reports, interview reviews, office photos, and more. It provides candidates with a good feel for what companies are like during their application process. Glassdoor gets over 19 million monthly visitors, the vast majority of which are in the US.

Portfolium

Portfolium is great if you’re looking for entry-level positions or internships. This site is a place for college students and recent graduates to showcase their work to potential employers. They have a free job board that you can use to recruit from their pool of one million students based on coursework, projects, and experience.

Upwork

If you’re looking to go the freelance route, Upwork is an online aggregator of a variety of content marketers and other self-employed professionals. They have over 10 million registered freelancers and four million registered clients. While they do offer enterprise-level solutions, you can search and browse their network for free.

Paid Job Posting Sites

Indeed

Indeed has over 180 million unique visitors every month from over 50 different countries, and is one of the leaders in job posting sites. They do offer a free option to post job listings, but they also give you the ability to get paid traffic to your listings to attract more leads.

Workable

Workable is a paid tool that posts your job listing on all major job boards and social networking sites, so you can knock out your recruiting efforts in one fell swoop. It also organizes candidates’ resumes and has a space for notes and feedback, so you can keep all your important hiring documents in one place.

LinkedIn

As the largest professional networking site, LinkedIn’s job posting feature puts your ad in front of qualified candidates, whether or not they are actively seeking a job. There is a free demo available if you want to check it out.

CareerBuilder

CareerBuilder boasts 24 million unique visitors per month and works with a wide variety of employers, including 92% of the Fortune 1000. It operates in the US, Canada, Europe, Asia, and South America and has partnerships with over 1,000 sites, including 140 newspapers.

Simply Hired

Simply Hired is a targeted pay-per-click job board that includes job listings from 24 countries in 12 different languages. They get 30 million unique visits per month and over one billion job searchers every year.

(NOTE: Want a step-by-step plan for tracking, measuring, and monetizing social media? You can with DigitalMarketer’s Social & Community Mastery Specialist training and certification program. Click here to learn more!)

Get certified as a social media marketer.

Training Your Social Media Marketing Team Member

Congratulations on committing the time and energy to hiring the right social media marketer the first time!

Whether you’re hiring your first social media marketer or expanding an existing team, consider onboarding your new hire the right way by certifying them as a Social Media Marketing Specialist.

In this class, your new social media marketer will learn the most up-to-date social media marketing strategies and methodologies that are actually working TODAY, including:

  • The “Social Success Cycle” framework that gives you instant clarity on the 4 categories of social media marketing activities (and the category every business should begin with).
  • How to create your Customer Avatar in order to architect a social media strategy that attracts leads and buyers (our simple Customer Avatar Worksheet will show you how to build your avatar).
  • How to recognize and leverage the strength (and avoid the weakness) of both “Seeker” and “Engagement” social media channels.
  • The “10-Minute Social Media Audit” that immediately identifies gaps in your social media marketing so you can close them.
  • The two categories of social media marketing that can (and should) be automated by software (don’t worry, we tell you which programs to use).
  • The “Feedback Loop” process that exponentially increases the impact of social media marketing on product/service development, customer service, and content creation.
  • The 5 keyword categories that matter when monitoring the web for customer service and reputation issues (“Listen” for these keywords and you’ll immediately join the social conversation about your brand).
  • The Social Listening Keyword Research Planner that makes social listening campaign set up a breeze.
  • How to set up social listening using paid tools (and an alternative method using free tools for those on a tight budget).
  • The simple 3-Step Social Media Customer Service Plan to employ when dealing with angry customers on public social channels.
  • Four methods to growing connections on any social channel (look out for the “Indoctrination” and “Bouncing” processes).
  • Seven blog post templates that create high-quality, “share-worthy” blog content with speed (never get stuck for blog post ideas again).
  • The Social Media Topic Map handout that transforms boring, “ho-hum” social media channels into thriving social communities.
  • The 6-Step “socialization” process you’ll apply to every new piece of content you create (this will maximize your social media exposure).
  • How to defeat the “Social Fire Hose” (and create social media updates that get noticed in the sea of social status updates).
  • How to leverage “Long Tail Media Outreach” (in order to generate traffic, links, and authority from blogs, podcasts, and more).
  • How to combine Social Media Topic Maps and “The Short List” process to create a network of influencers (these can really “move the needle” for your business).
  • How “Reverse Media Outreach” works today (and how to position yourself to take advantage of it).
  • The “Value First” strategy that seamlessly and subtly transforms casual social media connections into leads and customers (without being sleazy).

…And much, much more.

Why Should You Get Certified?

If you’re a business owner, this certification is a great way to learn content marketing yourself. It’s also a great way to train and certify members of your own team to ensure they’re up to speed on the latest trends and best practices. "This certificate can make you more valuable to your company."

If you’re an agency, this certification is a tangible way to show that you are a Social Media Marketing Specialist, which could help you attract and retain better, higher-paying clients.

If you’re a student, this certificate can set you apart from other graduates who merely have a business or marketing degree by teaching you specialized skills employers today are desperately seeking.

If you’re an employee or marketing professional, this certificate can make you more valuable to your company, which is the surest way to get that raise or promotion you likely already deserve (but don’t have a tangible reason to request).

How It Will Work

The Social Media Marketing Mastery class is an advanced, 5-Module, 62-Lesson online course.

At the end of each module, you will be asked to take a short quiz prior to moving on to the next module. Once you have completed the entire course, you can then sit for the final certification exam. After passing this exam, you will earn the “Certified Social Media Marketing Specialist” designation, complete with a displayable badge and a printable certificate (suitable for framing).

Ready to learn more and take the next step? Get all the details now.

Let the DigitalMarketer team train your team with DigitalMarketer HQ. Learn more now!

Want a PDF version of this hiring kit? Get it here!

Download the PDF version of the Social Media Hiring Kit.

The post How to Hire a Social Media Marketer: A Complete Hiring Kit for Recruiting, Selecting, & Training appeared first on DigitalMarketer.

Facebook Live Tools: An Essential Checklist for Creators

Wondering what tools and desktop software you need to produce a Facebook Live show? Looking for a guide to tech setup and pre-show production? In this article, you’ll discover how to manage the technical side of a Facebook Live show. #1: Gather the Equipment You Need for Your Live Broadcast During any Facebook Live show, […]

This post Facebook Live Tools: An Essential Checklist for Creators first appeared on .
– Your Guide to the Social Media Jungle

Episode 110: How Pet Snacks Used Facebook Ads to Sell $1,003,206.82 of Ecommerce Products on Shopify

Do you know what resonates with your audience?

Join the experts as special guest James Buhagiar of Pet Snacks details the 5-step strategy he used to gain insight into his customer avatar, how he got started advertising on Facebook, and how he used Facebook ads and video to build momentum for his advertising campaigns and his business.

IN THIS EPISODE YOU’LL LEARN:

  • How you can use Facebook to do market research to both see what resonates with your audience and get a better understanding of your customer avatar (« And it’s as affordable as $1/day).
  • How you can use your origin story to effectively reach your audience.
  • Why not offering discounts on the front end increased sales by 30% for Pet Snacks, and how you can apply this method in your business.

LINKS AND RESOURCES MENTIONED IN THIS EPISODE:

Episode 49: Boosted Posts: Microtargeting and Other Advanced Uses of Facebook’s “Easy Button”
Episode 109: What We Think of Target, Thrive Themes, and Ezra Firestone’s Facebook Ads (and What This Means for You)
Watch Pet Snack’s Facebook video ad here.

Thanks so much for joining us this week. Have some feedback you’d like to share? Leave us a review on iTunes!

The post Episode 110: How Pet Snacks Used Facebook Ads to Sell $1,003,206.82 of Ecommerce Products on Shopify appeared first on DigitalMarketer.

How to Integrate Facebook Messenger Bots With Facebook Live

Want more leads and conversions from your Facebook Live videos? Did you know using a chatbot can boost your results? Integrating Messenger bots with your Facebook Live broadcasts makes it easy for viewers to sign up for and receive your offers. In this article, you’ll discover how to create a Facebook Messenger bot that generates […]

This post How to Integrate Facebook Messenger Bots With Facebook Live first appeared on .
– Your Guide to the Social Media Jungle