 Welcome to The Journey. This is the first ever Halloween episode coming at you. We're bringing you three Halloween episodes this month and today we're talking about how to create a social media campaign. Fighting is you can use this for upcoming holidays and we've got a lot around the corner and I'm super excited. And it's really important when talking about how to create a social media campaign because at any given moment, when it comes to adults, yes adults, 26% of people are online all the time, like always. Are you online right now? I'm on the line. I'm a hot diggity dog. All right, so another fun fact, there are 3.7 billion users on the internet using the internet. So what are you doing on the internet as a business? What are you doing with your social media pages to really leverage the holidays? Because this is when people are ready to celebrate and spend money. Lots of money. And you want to make sure you're attracting them in the moment they're ready to do that. So it is the season for some holiday fun. All right Emma, so I'm thinking of doing a social media campaign for my business all about hot dogs. But what should I start with first? So I would definitely have some goals in place just like when you're making the perfect dog, man. Yeah. Have four goals as a business owner. Ketchup, mustard, relish, onions, got it. You've been missing one thing. What's that? Good buds. Good buds. So you want to have four goals and the four that a lot of businesses are clinging on to to make sure they are fulfilling that social media campaign. One, brand awareness. Number two, I would count with my fingers, but it's difficult. Number two, increase engagement. So that brings us to goal number three, which is about increasing clicks. So essentially you want to get people to of course engage with your posts like some that we were talking about $2 Tuesday with the pizzas. But then where do you want them to go to next? For a lot of businesses out there, they usually want the consumer to go and check out their website or go check out their review pages because after all, sure you have this cool $2 Tuesday but I want to know like what do your customers think about your pizza? Are they into it or not? Well, I'm going to want to check out your reviews as a potential new customer. So direct them to your website or your Yelp or your Google. Plus, Google's great. I need directions to get there. Right? Click that button. And with those call to actions, don't always just send them to your homepage. Send them to the page that makes the most sense for whatever it is. You have those $2 pizzas, right? Don't send them to the homepage. Send them to a page that talks all about those $2 slices of pizza. That way they get that exactly what they're looking for. All right. So that leads us to number four, which is about conversion rates. So back to the $2 pizza, $2 Tuesday. You're going to drive them to that page and then you can see, hey, how effective was this in my social media campaign? Yeah. Whether it's a coupon that you kind of track or it's emails that you're signing up, you can just measure that because you want basically that page to do justice for your business. The better those ads and those campaigns do, the more that you remember, cool. This worked with this type of customer. I'm going to do it again going forward. Hey, Nam. All pizza. What's that? Well, I did the hipster burn his mouth when he was eating pizza. Oh, my goodness. Why? Because he ate it before it was cool. So you know what I really wish more than anything? What's that? Is just have that perfect social media post for my hot dog page. What's up, though? What? What up, Jeannie? How you doing, Weenie? Cool. So now that you're here to grant my wishes, what can I do to make my posts perfect? I'm so glad you asked. So visuals. A lot of these platforms, Pinterest, Twitter, Instagram, they rely on the graphics. We want to catch people's attention. Like your outfit? Yes. Getting people to showcase them, enjoying your product, eating a slice of pizza, eating a hot dog, maybe a little mustard stain. Don't forget the stuffed crust. That's perfect to showcase on your social media. And in talking about the platforms, social media, yes, it's all social media, can be considered the same, but each platform is a little different. Like pizza. And hot dog. Like hot dogs. Each platform is going to have some dimension requirements for your posts. So you want to make sure you have that post fit the certain platform. A Twitter post may not look the same on Instagram. That makes sense because Instagram's square, right? And Twitter's a little bit longer. Exactly. So notice my videos and pictures get cut off. That makes perfect sense. I noticed that about your videos too. Hey, thanks for telling me. And remember your captions. You know, use your words. It's good to be able to use the text overlays and make sure that you showcase what's special about your product. And make sure people know some, you know, good things in the description that makes your items stand out. Yeah. So awesome stuff there. You also want to consider searching, right? You talked about hashtags and be able to search those hashtags to find other relevant content. But same thing goes with search engines. All those keywords and descriptions and captions that you add to your posts, especially things like Twitter, Facebook and Pinterest, are indexable by Google. And being, if you use Bing or Yahoo Search, whatever you use, but those social media posts can now start popping up on search engines. So people looking for that content, that awesome specials on pizza, maybe this dope costume for genies, whatever it looks like. Talk about that in your posts, dance about pizza, and you might actually be found on search engines. Make your wish come true. So Naly, should I stuff in those keywords like I stuff this crust? No, you shouldn't do that. So not only is it bad for search engines, Google will know that you're just basically becoming spam at that point. But it also looks bad for your visitors. Have you ever gone to like an Instagram post or Twitter post or a Facebook post and there's like a million bajillion hashtags? It just doesn't look good. And people are just going to think you're just out there to be spamming. You're not actually having that dope pizza. So I know what you're probably thinking. That seems like a lot of content and you might even be asking yourself, so do I need to create new content all the time? Do you need to get a little genie on your hands so you can magically get posts to appear? No, you can actually repurpose content. Repurpose it from your email newsletters. Repurpose it from your customers. I know before I bite into a slice of pizza wherever I am, I'm taking a picture and I'm mentioning the business. That user-generated content. That user-generated content. Exactly. And then so you as the business pay attention to those mentions or people tweeting about you because then you can simply retweet or repurpose on Instagram and you have some content. You also saved yourself some time because after all time is of essence here, right? You are a small business owner. You do not have a lot of extra time on your hands. You're not a genie that lives 10,000 years. Clearly we have a ton of time on our hands. And you want to make sure that what you're doing is going to be beneficial. So you want to track your posts. It's going to be easy for you to get into that kind of mindset that, you know, set it and just forget it, but that's not what's going to give you the best result for your social media. Every platform is going to have its own analytics that you can look at your posts and see which ones are going to gravitate or cause your fans to, you know, engage with it more. Figure out what works best for you and do that on each platform. Yeah, sometimes it's as easy as just looking at maybe like your last eight posts and see which ones got the most likes, which ones got the most comments. And see why. Was it a super dope post about this pizza special or was it some behind the scenes stuff that you showed your employees working? I love behind the scenes. Right? Like whatever that looks like, see what your best posts are and then just duplicate, duplicate, duplicate and just keep creating those types of posts because that's what your followers want to see. And Twitter does it like the top tweet. I look at that even for myself sometimes. Just kind of curious like what's vibing with my audience. You should be doing the same thing as a business. Sorry I'm late guys. Traffic was smurfing ridiculous out there. You know, it's the worst. Well speaking of running, running ads. That's another great way to get your content out there. If you have really amazing content just like, you know, our costumes right now, you want to make sure you get it in front of as many people as possible. So if you have a flexible marketing budget, consider running ads or that promoted content. And you don't have to run an ad on every single platform. You can just pick the platform where your audience is really going to see it the most. Yeah, and whatever that looks like, right? And you can also boost your post data done really well. So if you got a post that has a ton of likes, ton of comments, boost that post because people liked it. Yeah, that's great on Facebook. You know, I definitely do that for copy and kick flips where you look at like, hey, organically, which post did well. And then from there, how can I get the most out of this post, the most out of my money? Then I'm going to put a little boost into it. And it sounds like we're talking patience. It doesn't have to happen right away. So you just want to sit back, relax, wait and see what others do. Then you take the action. Absolutely. And another great point is make sure you're posting holiday content that converts. Like that perfect. You don't have to even worry about it. You know, certain holidays happen every year. So create posts around that. Good point, Sam. Because this is smurfing amazing content right here. All right. Do you all have any last minute wishes? Look, we've got the pizza. We've got the hot dogs. Really go for a really big dessert right now. Yeah. All right. Party. I can handle that. I don't even need that much dessert. That's a bit much. Right. I got it. I'm going to Seattle. Be sure to comment, like, subscribe and ring that bell. This is the journey. We'll see you next time. Small smurfs.