50 Free Social Media Marketing Templates To Get More Done

50 Social Media Templates to Help You Get More Done

Social media can be a time suck, but it doesn’t have to be.

With the right tools and templates, social media can be a powerful platform to connect with your audience.

At CoSchedule, we’ve published tons of content helping marketers execute social media marketing more easily.

Most of those posts include some useful templates and other resources.

And in this post, we’ve gathered 50 of our best social media templates, all in one handy ZIP file you can download.

These templates will walk you through everything you need to plan, execute, and measure a complete social media marketing strategy.

Grab your templates now, then read through this post to learn how to use ’em all.

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Try Social Templates in CoSchedule

Ready to automate your social media marketing and create reusable campaign templates? Try Social Templates in CoSchedule!

To use social templates, create a social media campaign in your CoSchedule calendar:

Create a social campaign

Once you’ve titled your campaign, go to the menu on the left-hand side and click the square box to add a new template:

Select a new template

Name your template and add in the number of social messages that you want to send each time you schedule a campaign:

Schedule a campaign

Next, add text helpers to automatically fill social messages in your template. To add these to your template, click +Text Helper:

Create a text helper

Create a tag that corresponds to the message. For example, if you wanted to create a text helper for the first Facebook post in your campaign, you could title your helper {FB-1}:

Add your post copy

To add a helper to a social message, use the drop-down menu on the right-hand side and select the one you’d like to add:

Add a helper from the drop down menu

To add an image helper to your template, go back to the same left-hand side menu and click +Image Helper:

Add an image helper

Title your image helpers just like your text helpers:

Insert an image helper

Once you’ve built your social template, you can apply it to any social campaign on your calendar by clicking the template button in the left-hand menu:

Apply a social template

Select your template. Then, add copy and images:

Add text and images to your post

Once you apply your template your helpers will fill in the messages:

Apply your social helpers

Using social templates is really that easy.

Get Your Social Content Organized With An Editorial Calendar

Link to social media calendar template

If your team publishes a high volume of social media posts, you’re going to need a calendar to keep track of them all. That’s where our social media editorial calendar template comes into play.

Use this template to:

  • Organize every post in one central location.
  • Plan ahead and avoid the last-minute scramble of trying to get messages sent on time.
  • Write and approve content ahead of time and perfect every post before publishing.

Recommended Reading:How to Build a Social Media Editorial Calendar the Easy Way (Free Template)

Create a Complete Instagram Marketing Strategy

Link to Instagram strategy template

Instagram is just a photo sharing app for Millennials, right?

Wrong!

Instagram can be a huge asset to your business and can help connect you to new customers through strong imagery and visual branding.

Our Instagram Marketing Strategy template will allow you to:

  • Develop a content strategy to create posts your audience actually wants to see.
  • Set real goals and objectives to use Instagram to build business and strengthen your brand.

Recommended Reading:Instagram Marketing Strategy: How to Build One the Best Way (Free Template)

Complete an Effective Social Media Competitive Analysis

Link to competitive analysis template

What’s one of the best sources for social media marketing ideas?

Seeing what works for your competition.

Our social competitors analysis template walks you through how to analyze their tactics and figure out how you can zig when they zag.

You’ll learn:

  • How to identify and find your competitors.
  • How to find the right data you need to accurately assess your competitors.
  • How to collect and interpret the information you find to help influence your social strategy.

Recommended Reading:How to Get Actionable Ideas From Your Social Media Competitive Analysis

Prove Social Media ROI With Google Analytics

Link to social media ROI template

Wouldn’t it be nice to say, “We make this much $$$ on every social media post that we publish.”

Seems impossible, right?

Not so! With the right Google Analytics report, it’s totally possible.

Our social media ROI Report Template will teach you to:

  • Create goals and determine KPIs that your team needs to meet.
  • Combine data from your custom Google Analytics report and in-app social analytics into one report template.

Recommended Reading:How to Prove Your Organic Social Media ROI With Google Analytics

Create An Easy To Read Social Media Report

Link to social report template

Never let anyone tell you social media marketing doesn’t work.

With this template, you’ll be able to build reports that show exactly how it’s working for you.

You’ll learn:

  • How to find the metrics that actually matter and aren’t just fluff.
  • How to explain data trends to people outside marketing and prove your work is worth the investment.

Recommended Reading:The Best Social Media Report Template to Show Your Results

Utilize Social Media Best Practices To Elevate Your Presence

Link to social best practices template

Ever wonder if you’re doing social marketing the best way for a given tactic?

If so, it’s time to take the mystery out of your processes and actually understand the why behind the how.

Our social media best practices bundle includes five infographics that give you everything from the best times to post on each social channel, to how to curate content to fill gaps in your schedule.

With these resources, you’ll be able to:

  • Schedule your content at the best times to reach the maximum amount of people.
  • Create a consistent posting schedule that keeps you at the forefront of everyone’s feed.
  • Curate content to fill gaps in your posting schedule when your team has too much going on to create your own.

Recommended Reading:27 Social Media Best Practices to Elevate Your Presence

How To Interpret Your Social Media Data To Extract Valuable Insights

Link to social insights template

Gathering social media data is one thing. Actually making sense of it is something else. With this template, you’ll be able to translate data into actionable insights that actually guide your efforts.

Our social media insight analysis template will help you break down the data you’re team is gathering and find patterns that can help inspire your upcoming content.

You’ll learn:

  • How to easily track social media data in one place.
  • How to analyze social media content to understand why it did (or didn’t) connect with your audience.
  • How to spot trends in engagement rates and repeat what works to grow your audience.

Recommended Reading:How to Drill Into Data to Extract Powerful Social Media Insights

Write A Social Media Proposal That Seals The Deal

Link to social media proposal template

If you’re an agency marketer or solo consultant, a solid social media proposal can make or break your chances of landing that next client.

More clients = more revenue.

And with this social media proposal template, you’ll be able to position yourself as the best choice more easily.

With this template, you’ll learn:

  • How to create a strong showcase for your agency’s capabilities.
  • How to pitch your services in the best way possible.
  • How to show your client the benefits of picking your agency and why you’re worth the investment.

Recommended Reading:How to Quickly Build Social Media Proposals That Win Clients (Free Template)

Set Social Media Goals That Contribute To Your Overall Business Goals

Link to social media goals template

Social media goals should connect to overall business goals.

After all, building business is your objective, right?

That’s easy enough to understand. Actually setting those types of goals, though, is more challenging.

That’s where this set of templates comes into play.

This bundle will help you:

  • Determine the metrics that will tell your team if your strategy is on track.
  • Brainstorm social KPIs that your team must meet in order to have an impact on your business goals.
  • Measure data and track how social media marketing is impacting real business outcomes.

Recommended Reading:How to Set Social Media Goals to Crush Your Business Objectives

Build A Social Media Strategy That Drives Your Team To Success

Link to social strategy template

Doing social marketing without a strategy is like running through a maze with a blindfold on. You need a map to guide you from start to finish.

Our social media marketing strategy kit will help your team craft a strategy that will drive your team to success.

Here are just some of the things this kit will help you establish:

  • Find your core audience that is most likely to convert to paying customers.
  • Develop goals and content strategy to reach that audience.
  • Determine how you’ll measure success.

Recommended Reading:How to Craft a Social Media Marketing Strategy That Drives Success

Develop Clear Social Media Branding Guidelines

Link to social media branding template

What’s one way to make sure you stand out on social media?

Invest time and resources into strong branding.

Fortunately, creating your branding guidelines doesn’t have to be difficult, and this kit can help you get started.

You’ll learn how to:

  • Develop the voice and tone you’ll use when creating social content.
  • Set design standards for your social imagery.
  • Choose fonts and filters to help create a cohesive look everywhere on social media.

Recommended Reading:How to Build Social Media Branding Guidelines That Will Make Your Brand Memorable

Avoid PR Disasters By Building A Social Media Policy

Link to social media policy template

Ask anyone about a social media disaster and they’ll probably have a company or two come to mind.

To make sure that your team doesn’t become one of them, use our social media policy template to help build your emergency backup plan.

By using this template, your team will learn:

  • How to set up a series of steps and people to contact should a social media crisis occur.
  • How to draw a line in the sand of what should and shouldn’t be posted across company accounts.
  • How to set guidelines on how your employees should identify themselves online and how policy guidelines will be enforced should someone step out of line.

Recommended Reading:How to Build a Thorough Social Media Policy to Prevent Emergencies

Turn Your Employees Into Your Biggest Social Media Brand Advocates

Link to social advocacy template.

Did you know that your biggest brand advocate could be sitting right down the hall from you? Your employees can help your brand multiply its social media presence and all it takes is a little training.

Our social media advocacy starter kit has the templates you need to help your team members authentically promote your brand on social media.

When you work with this kit, you’ll learn how to:

  • Approach your team and convince them to take the time to be an advocate for your brand.
  • How to set up guidelines for your new brand advocates to follow to make sure you avoid social media mishaps.
  • How to train your employees and provide resources and materials to help get their social channels started.

Recommended Reading:How to Develop a Successful Social Media Advocacy Program

Write Better Social Media Copy

Link to write social posts template

The success of your social media strategy hinges on the quality of your posts. Only the sharpest copy will cut through the noise.

Our social media style guide template will help you establish brand standards and guidelines that will ensure every post you publish is on-point.

If you really want to hit a home run, check out CoSchedule’s Social Message Optimizer. It’s a  a free tool that will analyze your messages and make sure that they are optimized to achieve success on each network.

This guide will help you learn:

  • Write social media posts with a consistent brand voice and the most appropriate tone.
  • How to create guidelines for images and media that align with your post copy.
  • How to create copy standards for each network that your social media team needs to implement in every message that they write.

Recommended Reading:How to Write For Social Media to Create the Best Posts

Increase Your Engagement Rates With Crazy Effective Tactics

Link to social engagement templates

Engaging with your audience is key to your success on social media. People love companies that let them know their voice is being heard.

Increase that engagement with our social media engagement tactics kit. We’ve included some of our most information packed infographics, templates, and more to help make your social media channels a powerhouse of conversation and interactions.

You’ll learn:

  • How to create images that stand out in the feed of your audience.
  • How to write some of the most engaging content on the web.
  • How to track and record the results of your efforts to see what is and isn’t working.
  • Plus a whole lot more.

Recommended Reading:30 Social Media Engagement Tactics That Will Boost Shares and Conversions

Crush Your Social Media Campaign Planning Process

Link to campaign planning template

Effective social media campaigns have a lot of moving parts. From establishing your “big idea” down to nitty-gritty details like channel and hashtag selection, there’s a lot of plan.

Our social media campaign planning toolkit will help you get it all done with ease..

You’ll learn:

  • How to craft a proposal to pitch your social media campaign.
  • How to organize your campaign content in one social media campaign template.
  • How to integrate your social media campaigns and incorporate them into your social media publishing schedule.

Recommended Reading:How to Crush Social Media Campaign Planning

Use Your 50+ Social Media Templates And Get Stuff Done

We threw a lot of information at you (plus 50 templates) to help your team get more stuff done. As long as your team works with these templates you’ll be able to maximize your content output and get stuff done. And who wouldn’t like that?

If you want to make your team even more productive sign up for a two-week trial of CoSchedule. With out of this world social features we’ll help you automate your processes so you can get more done faster than ever before.

This post was originally written by Devin Joubert and published on July 7, 2016. It was updated and republished by Breonna Bergstrom on Nov. 13, 2017.

5 Ways AI Is Influencing Content Marketing

As we’ve seen AI make a significant impact on an array of industries, who knew that the conversation would eventually shift to writing? After all, words are something we hold with high value, so how could a robot write something that resonates?

Well, even though it’s still undetermined if machines could replace actually writers (hint: they can’t), the impact they’re making on the content industry should be recognized as a big deal. Here’s why:

It Can Arrange Content Much More Efficiently

While still in its early stages, one use-case for AI thus far has been the ability to reorganize the information on a webpage to have a better reach to the visitor. And with how much content marketing is about engagement, don’t be surprised if this starts to breach into common practice for blog posts and other distributors. Because as noted by Pagefair, approximately 198 million people currently use an ad blocker, meaning that in order to reach this audience, you’re going to have reached them in a more symbiotic way.

AI Can Do The Writing For You

Perhaps one of the most interesting uses of AI in content has been the ability for these platforms to literally write the articles for you. For example, startups like Persado are out to write copy in real-time for marketing messages, which, has seen a lot of early confidence, raising $30 million from Goldman Sachs last year.

While somewhat unproven, this practice is one that is making people question the accuracy of this, as well as how effective the copy will actually be. However, one thing of note is how to use this as a foundation that you implement your own brand voice or characteristics in it. Because while impressive, trusting AI with the word of your brand might be a bit lofty.

Keywords Are Becoming More Accurate

If you’ve ever done any work with SEO, then you know how important keywords can be. According to Hubspot, only 22 percent of businesses are currently happy with their conversion rates, which says a lot about how we approach search engines. However, AI is looking to change all of that.

Using Big Data, AI can predict with accuracy the types of keywords that you should use in your copy. This is something that while others have been able to pull data before, can be done with much more efficiency, giving you the best ROI on your SEO efforts. All-in-all, expect the impact of this to be felt much more in the coming years, especially with how dominant SEO has been in the past few years.

Your Call-To-Actions Get More Return

As many marketers would tell you, your call-to-action is one of the underrated elements of your inbound efforts. And as we mentioned above about keywords, having a compelling call-to-action is something that AI is about to play a prominent role with. In fact, according to SailThru, 89 percent of acquisition is found through websites, with email coming in second with 81 percent. And while often known to include, a solid call-to-action is seldom really studied to getting a solid return. However, AI is going to change all of that.

An early innovation with AI over the past couple years has been being able to offer coupons in real-time, which has also been breaching into the call-to-action copy. As different people are going to be responsive to different copy, which is exactly what AI is trying to solve. Make no mistake, this is going to be a complete game changer in a couple of years.

Don’t Forget About Email

Finally, as one of the most successful content platforms, email is definitely feeling the effects of AI as well. According to Constant Contact, email marketing sees an average return of $38 for every dollar spent, and with AI, this number is only expected to increase. Why is this case? Because with how great artificial intelligence has been in other areas, expect it to make an impact with email marketing as well.

Not only does AI have the potential to help with the specific copy and headlines of an email, but it can predict when the best time to send the message is. Additionally, future uses could also include the length of copy per each reader, as well as what type of voice should be used. Believe it or not, the length of applications this could hold is endless, and something you should be mindful of.

—-

With so many different ways AI is changing content, which one are you most excited to keep an eye on? Comment with your answers below!

The post 5 Ways AI Is Influencing Content Marketing appeared first on LeadCrunch.

Source

https://www.leadcrunch.com/articles/5-ways-ai-influencing-content-marketing/

Measuring the Success of Content Marketing Initiatives [Interview]

marketing, digital marketing, content marketingMarketers are investing more in content creation, but research suggests that they do not always use sophisticated methods to measure the impact of their efforts.

The “2017 Content Insights from Tech Marketing Execs” report from 10Fold and Dimensional Research discovered that 32 percent of marketers are releasing content daily or hourly. However, 56 percent are still relying on customer feedback to assess the success of their initiatives. To find out why – and if this is going to change – we spoke to Susan Thomas, CEO of 10Fold Communications.

Was there a difference in how B2B vs. B2C marketers measured content effectiveness?

“We did not survey B2C marketers, but we did look at the differences based on the industries the B2B marketers were selling into and their geographies. As an example, companies in the Southern U.S. tend to ask their sales teams about the content first, and then consult industry analysts. Companies in the Midwest, meanwhile, rely more on direct feedback from the customer. Northeastern states also use customer feedback but also use content download numbers and the sales team to measure efficacy. Western states rely on the number of leads created and the number of clicks on links (suggesting a very data-driven approach).”

Why do you think marketers are still relying heavily on customer feedback to gauge effectiveness?

“Marketing automation systems are still very complex and there is a big need for market education to ensure widespread adoption. It’s sometimes hard to ensure you are measuring the content fairly.

“For example: if a piece of content doesn’t perform it could be because the headline wasn’t compelling, or perhaps the graphic associated with the piece wasn’t attractive to the intended audience. It could be that the content was interesting, but presented in the wrong format (for example, the content might have worked as a short video, but a longer form case study didn’t pull in results).

“Knowing how to eliminate biases (through methods such as A/B testing) is critical. Also, finding a system that helps you determine the real challenges and successes with your content can be tricky for companies – especially smaller companies with less budget and less time to be trained.

“On the bright side, I think these marketing platforms are working hard to educate – and speaking of content, there is a wealth of it to be found on their websites. If you want to learn about this area as a marketer, there’s plenty of opportunity by looking at marketing automation platform vendors’ websites.”

How do you see content effectiveness measurement evolving/becoming more sophisticated over time? Is new marketing technology helping?

“All types of marketing programs are becoming more data-driven than ever before. I believe one day we will think that it is a standard operating procedure to calculate the investment in every marketing program against the results the program yields, and then compare it to a standard rate of return. This will drive efficiencies and increase productivity.

“However, as marketing executives, we must guard against letting this data-driven approach squash all the creativity from a campaign. Sometimes the untested and unknown big bold marketing campaigns are born from venturing into the unknown – even though it is unclear what will result. Those types of campaigns develop cult-like followers for the companies that deliver them (think Apple).”

What was the most surprising finding/statistic in the report to you?

“I think the biggest surprise for me was how much content these marketing executives expected to produce. When nearly everyone is planning 300 percent more content – and most are planning six hundred to nine hundred percent more content in the next 12 months – that’s staggering!”

Is the sheer volume of content making measurement more difficult? Why or why not?

“The answer is both yes and no. Yes, it is more difficult if you have not implemented an automated measurement solution. Counting responses or reviewing all the Google Analytics and associating them with specific content is hard with small volumes of content and near impossible with the types of volumes we are seeing now – let alone the volume of content these marketing executives are predicting. However, this volume is not a problem for the marketing automation platforms, as long as you have discipline about setting up your pages with differentiated links and you are accurately tracking the sources of the clicks.”

Visit the 10Fold website to get your free copy of the report.

susan thomas ABOUT SUSAN THOMAS

Susan Thomas has provided marketing communications and public relations services for technology companies for more than 20 years. Susan founded Trainer Communications in 1995, which was renamed 10Fold Communications in 2015, and has won dozens of awards for service excellence and innovation in PR, marketing communications, and video. Trainer Communications has represented some of the largest technology companies in the World, as well as those achieving impressive liquidity events and delivering industry-first solutions. Susan’s campaigns have built credibility and leadership for more than 250 companies such as Appcelerator, Brocade, CA / Nimsoft, Comcast, Data Domain, DROBO, General Dynamics, Sygate and YuMe.

5 Philly Tech Companies that Mastered the Art of Content Marketing

[Editor’s Note: A version of this article appeared previously at Technical.ly Philly.]

The best way to sell in 2017 is to stop selling. Stop pushing your product or service on people. They’ll buy when they’re good and ready, and when they believe that you have their best interests at heart.

In other words, they don’t want to hear how awesome you are, they want to hear that you’re on their side and looking out for their best interests.

The content that breaks through is never about your products; it’s about the audience. And that has given rise to technology content marketing.

At Scribewise, we define content marketing as “the creation and distribution of journalistic, audience-focused material that ultimately increases customer acquisition.”

“Journalistic” because that connotes a higher level of quality, focused on providing value to the reader rather than some keyword-stuffed gibberish an SEO firm might create. “Audience-focused” because the content that breaks through is never about your products; it’s about the audience — make them the hero of your stories. And “increases customer acquisition” because this is marketing and the goal is to generate leads to drive sales; if you’re just writing for the sake of getting your thoughts out there, start a personal blog.

So, who’s doing a good job of content marketing in the local tech scene? Fortunately, we have some Philly-area companies that are hitting it out of the park.

SAP

I know, I know, your company has nowhere near the budget that SAP can get its hands on. However, when Michael Brenner launched content marketing at SAP five years ago, he was a man on an island. With almost no budget, he did most of the writing himself, then begged volunteers to pitch in.

“I created the site because our marketing efforts at the time were mainly speaking only to people who already knew SAP,” Brenner told me recently. “We needed customer-focused content produced like a publisher to reach and engage new audiences. Our key to success was harnessing the power of our internal employees and customers who wanted a platform to share their expertise. Our only editorial rule was that we did not allow direct promotion of SAP products.”

It worked. SAP has since built a massive marketing database for the company. What is now SAP’s Digitalist Magazine reaches more than 1 million readers a month, more than a lot of top business publications. They even sell some advertising to help offset their marketing costs!

RevZilla

RevZillaTV has been a huge factor in the company’s success, ultimately leading to last year’s deal with private equity firm J.W. Childs. The company has produced thousands of videos, has more than 300,000 subscribers and has garnered close to 100 million views on YouTube. Founder Anthony Bucci has said that the company’s approach to content marketing was to “give something of value away for free, sell something related.”

Bucci starred in many of the videos, which combined his enthusiasm and deep domain knowledge to create content you couldn’t help but consume. Bucci stepped down from the CEO role earlier this year.

RevZilla also runs the digital media outlet Common Tread, which averages 1.1 million views per month, according to company reps. Common Tread posts original content aimed at RevZilla’s core audience of motorcycle enthusiasts.

RJMetrics

Before RJ sold to Magento last year, content marketing helped fuel the company’s rise. Specifically, data storytelling. The analytics company developed several viral content hits by rolling up its sleeves and digging into data to tell a compelling story, creating pieces like the 2015 benchmark report on Ecommerce Growth.

As RJ’s former director of marketing, Janessa Lantz told Scribewise last year that the company spurned the addiction of feeding the content beast with frequent blog posts, focusing instead on creating and distributing high-quality pieces that would have an impact.

“We ask ourselves what the industry is dying to know about, or whether or not someone would pay $150 for this research or blog post,” Lantz said.

Curalate

Curalate has been blowing up lately, raising $27.5 million a year ago to fuel the growth of its visual commerce platform. Brendan Lowry started the company’s content initiative a couple years ago, and Curalate recently brought on former journalist Jared Shelly to manage content marketing. Shelly says there are four main goals the company is trying to accomplish:

  • Increasing brand awareness
  • Bringing new leads into the sales funnel
  • Establishing thought leadership
  • Helping to attract talent

As with all successful content marketing initiatives, the focus is not on what Curalate sells, but rather on what its customers are looking for — information that helps them do their job.

“People seem to really enjoy UNFILTERED,” said Shelly. “[It’s] a series where we interview Instagram influencers and dynamic marketers like Eric Toda of Airbnb or Nina Alexander-Hurst from Baublebar.”

Speaking of Curalate, one of their investors is First Round Capital, coincidentally another content marketing superstar.

First Round Capital

If you’re a tech entrepreneur, First Round Review is a must-read. It’s run by former Wall Street Journal reporter Camille Ricketts, with the goal of taking information out of the brains from tech biz experts and turning it into actionable insights for founders and aspiring founders. First Round has accumulated a massive audience through content marketing—more than 150,000 Twitter followers and 13,000 LinkedIn followers.

Tech should be a role model for the way diversity works. Right now, we have a problem. One solution: open salaries. https://t.co/Oe480dPxBb

— First Round (@firstround) March 2, 2017

Each of these companies has built a massive audience. More importantly, they’ve created trust with that audience. Done well, that’s what content marketing can do for your company—build trust with prospects and customers, lead to faster sales cycles and fuel growth.

The post 5 Philly Tech Companies that Mastered the Art of Content Marketing appeared first on Scribewise | Philadelphia Content Marketing and Public Relations.

3 Advanced Strategies for Integrating Your Social Media and Content Marketing

When it comes to content marketing, there’s a lot to know and a lot of hats to wear.

In order to be successful, you need a solid content marketing strategy. You need to write great content. You need to create interesting and eye catching visuals. You also need to do the right promotion and distribution of the content. The list seems never ending.

But, content marketing – like most marketing – doesn’t live in a vacuum.

No single channel lives on its own. So, in addition to all of the work it takes to create content and generate results, you need to think about how to integrate those efforts with other strategies and tie them together.

One of the most important ways you can integrate your marketing is to focus on how content marketing and social media can work together.

We all know that social media can be a powerful platform for promoting content and driving traffic to the blog or website.

Let’s go beyond that.

Strategies for social media and content marketing

Our agency has worked with a number of different clients and agency partners on all kinds of different content marketing strategies, for different business goals, metrics, and audiences. In our experience, we’ve found a number of strategies that work time and time again.

Today, I’m going to share three specific strategies that we use to integrate our content marketing efforts with social media marketing, to drive more results and create a framework for growth.

Framework #1: Targeted, warm customer acquisition

Simple Warm Acquisition social media and content marketing

There are many stories out there about SaaS and tech companies that have built their business on the back of content. It’s a great way to scale traffic, user growth, and revenue because it compounds over time.

Most people don’t realize that it takes more than just publishing great content to achieve these results.

We spend a lot of time, money, and energy creating content that generates traffic to a website. But, the reality is that for every 100 people who land on your website and read your content, only some small percentage – maybe 1 or 2% – will actually convert on that visit.

Some people may also opt-in to an email list, but the other traffic – say 95 out of 100 visitors – will vanish. There’s a good chance you’ll never see them again.

That’s why retargeting is so powerful.

You can reach the people who have already been to your website and have some familiarity with your brand (warm audience) with messages about your product or service.

We take this a step further by using the specific content that visitors are reading to create powerful, targeted messages that speak directly to the traffic that’s coming to the site.

This framework uses retargeting and segmented audiences to create powerful, targeted messages that speak directly to the traffic that’s coming to your website and moves them toward purchase, free trial, or sign up.

Using Facebook, we create separate audiences for people have read specific blog posts:

retargeting for specific blog posts

Based on the content they read, we can infer some things about them and their interests.

Then, we create a campaign to micro-target these visitors with a direct response offer based on the content they read on the site.

For example, if someone read an article about survival gear, then we could target them with a message about the benefits of our product or service for people interested in survivalist lifestyle.

To take this even a step further, you can use hyper-targeted top-of-the-funnel content to bring in traffic that is qualified within a specific segment.

Look at this post from Contently:

contently work fromhome

They’ve done a brilliant job of creating some entertaining and relatable content for people who work from home. And, the people who click this link have a high likelihood to work from home or work remotely. So, they can use this targeted content to build a segmented audience, which they can retarget later in order to drive sales or sign ups.

Run a campaign that fills the top of the funnel and populates your retargeting audience. Then, you will have a warm audience that you can retarget.

Framework #2: Advanced B2B sales and lead generation

2 B2B sales and Lead Nurturing

Similar to the above scenario, many B2B companies have the same problem. But their product or service isn’t simple enough to sell after a single touch. Instead, it’s a slow progression as the prospect moves from the top of the funnel down through the decision and action stage of the buying process.

We’ll use targeted content assets, retargeting, and precise audience segments to nurture a prospect/lead from the top of the funnel all the way through the buying process.

Here’s how it works in practice:

  1. Begin by targeting cold audiences with top-of-funnel content similar to the content used in Framework #1
  2. Cold prospect clicks link for “Awareness” content, they are added to the “Awareness” stage audience
  3. “Awareness” stage audience targeted with “Interest” stage content, which gives them more information on the product/service and moves them toward a buying decision
  4. When a prospect clicks a link for “Interest” stage content, then they are moved from “Awareness” stage to “Interest” stage audience, indicating they have shown more interest. Then, they are targeted with “Decision” stage content
  5. Repeat this process for the final stage of the process, where the prospects will be shown direct response offers for a product, trial, or consultation

So, in order to execute here, you’ll need need just 4 pieces of content and 4 unique retargeting audiences.

As you feed prospects into the top of the funnel, they will automatically, over time, move through the process and toward the purchase decision.

Set your audience windows to be fairly short, so that way, people will fall out of the funnel if they aren’t progressing.

Framework #3: Community building

6 community building

This framework is designed for organizations that are mostly interested in fostering a community of potential buyers and may not have a clear sales funnel. Or, it can be used have a product/service that is purchased multiple times, such as NPOs and consumer brands.

Because there’s no single conversion point, our goal is to generate as much engagement as possible.

This revolves around three main touchpoints: Social, content, and email.

Using content marketing and social media, we want to drive qualified, segmented traffic to our site. Some percentage of these people will (hopefully) convert into email subscribers. The remaining pool, we will use retargeting to continuously engage them with relevant content.

The key is to focus on the top of the funnel and the content that you are using to attract clicks and drive traffic. Focus on creating content that will help your target and segment your audience, touching on key triggers that are relevant to the identity of the people you’re trying to reach.

As an example, here’s a piece of targeted content from the Human Rights Campaign (HRC):

HRC article social media and content marketing

Similar to the Contently article referenced above, you can see how this particular piece is used to identify people who support LGBTQ issues. This pool of people can later be retargeted during a big fundraising campaign or to sign a petition around this cause that they have shown interest in.

Once you’ve started to drive traffic, you will want to create as many touch points as possible to build trust and grow your community. Use custom audiences/segments and targeting to drive traffic back and forth between content, social, and email.

As your audience grows, you can develop even more sophisticated audience segments. This will allow you to hyper-target your community based on specific interests or overlapping actions.

Let’s wrap up

Taken together, these three approaches give you a lot of opportunities to reach, engage, and target your audience using a combination of social media and content marketing.

It’s important to remember that although both content and social are important, they are ultimately best used as a way to compliment one another. A strong social media strategy can vastly improve the performance of your content marketing. And creating great content makes it much easier for you to build an audience through social media.

Each of these works together – if you know how to integrate them.

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