The DIGITAL

Marketing
Landscape
GOOD TO HAVE YOU BACK THIS WEEK!

Welcome back Ladies!

My name is Olamide Michael
Better known as “themidemichael
Communication and Marketing Expert

Let’s Learn, Unlearn and Relearn while also having fun

 What did we learn last week!

I AM KEEPING THIS SLIDE EMPTY FOR YOU ALL TO FILL…

DID YOU TRY TO OPEN YOUR OWN WEBSITE? IF YES,

PASTE YOUR WEBSITE LINK IN THE COMMENT
SESSION…
 Let’s Dive Into WEEK 4!

Social Media
Marketing
Curriculum

Understand the basics of social media strategy, its importance, and

key elements.
 Overview of Social Media Marketing

Social marketing is the use of commercial marketing principles and

techniques to improve the welfare of people and the physical, social
and economic environment in which they live. It is a carefully
planned, long-term approach to changing human behavior.
Social marketing is an approach used to develop activities aimed at
changing or maintaining people's behaviour for the benefit of
individuals and society as a whole.
The role of social media marketer is to drive engagement with the
brand, increase awareness and educate consumers about the
brand's value. Learn more with this guide from Coursera, including
how to become a social media marketer.
 Introduction to Social Media Strategy

A social media marketing strategy is a comprehensive plan that

integrates your social media efforts with your team’s goals and the
broader business objectives. This alignment ensures that your activities
are not only optimized for performance but also deliver measurable
results that contribute to your overall marketing success.

A well-defined social media marketing strategy also sets clear

boundaries around your team’s time and expertise. Social media is a
unique channel, and while nearly everyone uses it, this widespread
usage often leads people to overestimate their expertise.
 What are the benefits of a social media strategy?

Here’s how a well-defined social media strategy benefits your brand

and business:

1. It increases brand awareness and engagement

2. It promotes brand trust
3. It supports performance measurement
4. It drives revenue
 Research your target audience and select your networks

Making assumptions in marketing can be risky, but using social

data insights can help marketers better understand their
audience. With the right tools, you can easily research your
audience without needing formal market research skills. It's
important to recognize that different social platforms attract
different demographics.

By understanding these platform nuances and using social media

demographics, you can effectively shape your social media
strategy and decide where your business should focus its efforts.
 Set goals and establish KPIs

Increasing Brand Awareness

Brand awareness is all about getting your name out to potential
customers. According to studies, 68% of consumers follow brands on
social media to stay updated on new products and services. To
effectively boost brand awareness, it's crucial to balance promotional
messages with authentic content that highlights your brand’s story and
voice.
For instance, Sani, a family-owned bespoke clothes company,
showcases a day in the life of its founders in Kenya on TikTok wearing
a 2 pieces, providing a genuine glimpse into their brand.
 Key Social Media Metrics for Brand Awareness:

Reach: Measures how many unique users see your posts. It indicates how
widely your content is distributed across users' feeds.
Impressions: Shows how many times your post appears on someone's
screen. It helps gauge the popularity of your content and whether users
are seeing it multiple times.
Hashtag Performance: Tracks which hashtags are most frequently used
and associated with your brand. This insight can guide your future content
strategy.
Video Views: Although often seen as a vanity metric, views are important,
especially on platforms like TikTok, where views also count as
impressions.
 Generating Leads and Sales

To drive purchases, whether online or in-store, you need to engage your

followers strategically. Consider these tactics:

● Promote New Products and Offers: Keep your audience informed about
the latest products and promotions.
● Integrate Your Product Catalog: Ensure your social profiles feature your
product catalog for easy access.
● Offer Exclusive Deals: Provide special deals to your followers to
encourage purchases directly through social media.

Social media is a valuable tool for generating revenue by directly engaging

with your audience and driving them to make purchases.
 Expand Your Brand’s Audience

To grow your brand’s audience, focus on introducing your brand to new

potential followers and engaging in relevant industry conversations.
Effective audience expansion requires active monitoring of social media
for specific keywords, phrases, and hashtags to tap into discussions that
matter. Key metrics to track include:
● Follower Growth: Measures the net increase in followers over a
specific period.
● Follower Growth Rate: Indicates the percentage increase or
decrease in audience size within a given timeframe.
 Deliver Comprehensive Customer Care
Customer expectations have evolved, with over half of consumers
valuing responsive and personalized interactions on social media.
While 76% prioritize quick responses, 70% seek a holistic
experience with tailored customer service. To enhance
customer care, consider:
● Developing protocols for handling @-mentions and comments.
● Creating templated responses for frequently asked questions.
● Promoting user-generated content and branded hashtags.
 Deliver Comprehensive Customer Care
Track these customer service metrics to improve your approach:
● Average First Reply Time: Time taken to send the first reply
to an inbound customer message during business hours.
● Reply Rate: Percentage of messages or comments responded
to daily.
● Resolution Rate: Percentage of customer inquiries that are
fully resolved, reflecting the effectiveness of your customer
service.
 Measure the ROI of Social Media Efforts

According to the Sprout Social Index , 46% of marketers plan to measure the return on
investment (ROI) of their advertising spend in 2024 to align social media efforts with
business objectives.

To effectively drive traffic and demonstrate ROI from social media, focus on these key
metrics:

● Website Traffic: Track increases in website visits and link them to specific social
media campaigns or viral posts.
● Social Media Referral Traffic: Measure the number of visitors coming directly
from social media platforms to your website.

Choosing one or two primary objectives can help streamline your strategy and ensure
your efforts are focused and effective. Avoid overcomplicating your approach by
setting too many goals, and instead, concentrate on the most impactful metrics.
TAG YOU NEIGHBOUR..
ASK THEM
WHAT THEY HAVE
LEARNT TO FAR TODAY?
 WHAT IS A CLASS WITHOUT BURGER,

PLEASE,
GRAB A
BURGER
BEFORE WE
CONTINUE…
Let’s journey through different platforms strengths…
X is a great starting platform for most businesses, offering an
easy setup and direct communication with followers. It's a
popular choice for customer service, and if you want to learn the
fundamentals of social media marketing—like:
● Hashtags
● Tagging
● Brand voice
Social media etiquette—X is the ideal place to begin.
Instagram is primarily a visually-driven platform, making it a go-
to for brick-and-mortar stores, e-commerce businesses, and
influencers.
It encourages brands to be creative, using striking images and
engaging captions to showcase their products in unique and
compelling ways.
Facebook is essential for brick-and-mortar businesses aiming to
connect with local customers. With features like check-ins and
reviews, it helps build a loyal local audience. Its powerful chatbot
functionality also enhances customer service and marketing efforts.
Though Facebook’s algorithm change in late 2022 made it tougher for
businesses to maintain consistent visibility, the platform’s ad system
remains a standout. Initially focused on Likes, the current algorithm
now prioritizes relevant, meaningful content using complex signals
and scoring. Despite these shifts, Facebook ads help businesses
navigate algorithm changes and reach their target audience
effectively.
When Meta launched Threads on July 5, 2023, the platform quickly
garnered over 100 million registrations within its first week, setting a
record as the fastest-downloaded app in history. This sparked
discussions about Threads' potential role in the fediverse, or
decentralized social media.
Currently, Threads functions as a text-based platform that users can join
via their existing Instagram accounts. While primarily mobile-focused, it’s
also accessible on desktop. For brands already on Instagram, the
seamless sign-up process makes Threads an easy and convenient
extension of their social media presence.
LinkedIn is a platform specifically designed for business networking and industry trends. It's
especially valuable for professionals in the B2B space, providing access to influencers,
marketing managers, and CEOs.

Benefits of LinkedIn Marketing:

● Professional Networking: Connect with key business figures and decision-makers.

● Content Distribution: Share industry insights, articles, and updates to engage your
audience.
● Lead Generation: Use LinkedIn’s targeting features to find and connect with potential
clients.
● Brand Visibility: Establish thought leadership and enhance your brand’s credibility.
● Recruitment Opportunities: Attract top talent by promoting your company culture and job
openings.

For maximizing these benefits, be sure to follow LinkedIn best practices.

Pinterest marketing has gained immense popularity, particularly among Gen Z and
Millennials. With over 465 million users each month, it serves as a visual platform for
inspiration and driving purchasing decisions. Pinterest is renowned for being one of the
top platforms for social selling, similar to Instagram, as it thrives on imagery and creative
content that highlights products as the focal point.

Benefits of Pinterest Marketing:

● Strong engagement with Gen Z and Millennial audiences

● High potential for driving sales through inspirational content
● Over 465 million active monthly users for broad reach
● Ideal for social selling with a focus on products
● Visual platform perfect for showcasing product-centric imagery
● Opportunity to influence purchasing decisions through curated content
TikTok hit 1 billion users in September 2021 and continues to be one of the most
popular apps globally. Known for its viral trends, niche communities, and highly
personalized algorithm, the platform keeps users engaged for hours. TikTok has
revolutionized marketing for brands, offering a fresh way to connect with audiences.

Benefits of TikTok Marketing:

● Massive Audience Reach: Access to over a billion active users.

● Viral Potential: Quick exposure through trending content.
● Targeted Engagement: Hyper-personalized algorithm connects you to relevant
users.
● Creative Freedom: Brands can explore fun, authentic content formats.
● Strong Community Interaction: Build a loyal following through niche
communities.
While not always seen as a traditional social network, YouTube boasts a highly
active and engaged community. Given that video is the top-performing content type
across social media, YouTube is an ideal platform for hosting and sharing your
videos.

Benefits:

● High Engagement: YouTube's community is very interactive, fostering strong

viewer connections.
● Video Performance: Videos tend to perform exceptionally well on this platform.
● Content Repository: Ideal for storing and showcasing your video content.
● Broad Reach: Access a large, diverse audience interested in video content.
Developing a Content Strategy
 I forgot to offer you a drink after your burger…

PLEASE GRAB A CUP, WHILE WE RECAP WHAT

YOU’VE LEARNED TODAY…
 GOOD NIGHT LADIES…
WELL
DONE
ONE
ON
E
LADIES…
 Join me again today…

Optimize Your
Social Media
Strategy
Did her just hear someone say; Why her again?

Sorry Ladies but we are stuck together this week!

My name is Olamide Michael
Better known as “themidemichael
Communication and Marketing Expert

Let’s Learn, Unlearn and Relearn while also having fun

Tell me 3 things you learnt yesterday…
 Overview of Social Media Calendar

A social media content calendar refers to a tool used for planning, scheduling, and
organizing your social media posts in advance. It typically includes not only the post's
timing but also elements like links, tags, @-mentions, and media (images or videos). It
helps you map out what content to share, when to share it and on which platforms. By
using a content calendar, you can:

● Ensure a consistent posting schedule

● Align your content with your marketing goals
● Avoid the stress of last-minute posting

Think of it as your strategic blueprint for keeping your social media presence active,
engaging and well-coordinated.

You can create and manage this calendar using tools such as a digital calendar,
spreadsheet, or social media management platforms.
 Benefits of using a social media calendar

A content calendar is essential for a successful social media strategy. It provides

several key benefits, including saving time and improving team collaboration. Here's
how:

1. Saves Time and Expands Team Capacity:

○ Keeps social media activities organized, especially when managing multiple
accounts.
○ Allows social media managers to plan months ahead, reducing the daily
scramble for content ideas.
○ Frees up time to experiment with new strategies and analyze what
resonates with your audience.
○ Enables the team to focus more on creating high-quality content rather than
constantly searching for trending topics.
2. Maintain a Consistent Posting Schedule
Post Frequently: While there’s no fixed rule on how often to post, maintaining an active
presence is key.
Use a Content Calendar: A social media content calendar helps prioritize quality over quantity
and ensures consistent posting.
Brand Voice & Style: Planning posts in advance ensures a consistent brand voice and avoids
unplanned, reactive posting.

3. Quality Assurance and Brand Safety

● Proactive Scheduling: Scheduling posts in advance allows time to check for errors and
ensures brand safety.
● Avoid Mistakes: A well-planned calendar helps catch typos or potential PR issues before
they go public.
● Workflow Approval: Implement an approval process to reduce risks and ensure all posts
 How to create a social media content calendar

A well-structured social media calendar helps improve coordination and communication

across teams. Here’s why it’s essential:

● Improves Visibility: Provides a clear overview of upcoming content, ensuring

everyone is aware of what’s being posted.
● Enhances Collaboration: Facilitates communication between departments, allowing
teams to easily align on shared goals.
● Supports Organizational Goals: Promotes alignment with broader marketing
initiatives by following a set posting schedule.
● Consistency: Ensures your social media efforts are in sync with your overall
marketing strategy.

A content calendar is key to keeping teams aligned and ensuring consistent, well-timed
social media efforts across the organization.
 What should a social media calendar include?
Content themes and topics
Post dates and times
Platforms and specific strategies
Content types (e.g., blog posts, videos, infographics)
Social copy including captions, hashtags and links
Visual assets (images, graphics, videos)
Engagement and promotion plans
Team responsibilities and roles
Analytics and performance metrics (social media KPIs)
Review and approval processes
Space for collaboration and feedback notes
 Steps to create a social media calendar

Building a social media calendar and automating posts can streamline your content strategy
and boost follower engagement. Here’s a step-by-step guide:

● Step 1: Identify Your Calendar Requirements

○ Define Your Social Media Goals: Clarify whether your objectives are brand
awareness, engagement, or lead generation.
○ Assess Your Channels: Determine how many social media platforms you are
managing.
○ Content Types: Decide what kind of content you will post—blogs, videos,
infographics, etc.
○ Understand Your Audience: Analyze your target audience’s behavior and
preferences.
○ Frequency of Posts: Establish how often you plan to post.

By addressing these areas, you can create a calendar that aligns with your overall social media
strategy and keeps your content consistent and relevant.
 Step 2: Choose the right platform for creating a calendar

Step-by-Step Guide: Creating a Social Media Calendar Using Google Sheets

1. Step 1: Open Google Sheets
○ Go to Google Sheets and create a new spreadsheet by selecting the "+" icon or "Blank"
option.
2. Step 2: Define Your Calendar Columns
○ Create the following headers in the top row:
■ Date: When the post will go live.
■ Time: Time of day for publishing.
■ Platform: The social media platform (e.g., Instagram, Facebook, Twitter).
■ Post Content: A brief description of the content (e.g., “New blog post about X”).
■ Media: Indicate the type of media (e.g., image, video, GIF) or add links to files in
Google Drive.
■ Hashtags/Tags: List any relevant hashtags or tagged accounts.
■ Status: Track whether the post is scheduled, published, or needs approval.
 Choose the right platform for creating a calendar
Step 3: Fill in Dates and Platforms

● In the "Date" and "Platform" columns, specify the days and social channels you’ll post on. For
example, you may post on Instagram on Mondays and Facebook on Wednesdays.

Step 4: Add Post Content

● Use the "Post Content" column to outline the text, visuals, or ideas you want to share. For
instance, “Check out our latest blog post on marketing trends.”

Step 5: Attach Media or Links

● In the "Media" column, link the visuals or content you’ll be posting, whether it’s an image stored
on Google Drive, a video, or a link to an external blog post.

Step 6: Hashtags & Tags

● In the "Hashtags/Tags" column, list the hashtags you plan to use and any accounts you’ll tag
(relevant for Instagram, Twitter, LinkedIn).
Step 7: Track Status

● Use the "Status" column to note where the post is in the workflow—whether it’s drafted,
scheduled, or published. You can also add "needs review" if you have a team working on
it.

Step 8: Automate Posting (Optional)

● Use social media management tools like Buffer, Sprout, Hubspot, Sprinklr, Hootsuite, or
Later to automate the posting of your content. These tools allow you to upload your
calendar and schedule posts ahead of time.

Step 9: Review and Adjust Regularly

● Continuously monitor performance and update your calendar based on engagement

metrics. Modify your posting schedule or content strategy as needed.
 Shine your eyes

LET’S PRACTICE
Content Calendar
Practical Class…
Crafting A Content
Strategy
Practical Class…
 Will you try yours???
HOPE YOU
LEARNT A LOT
TODAY
LADIES…
Sorry, no burger and drink today…
Country hard
 Let’s Dive Into WEEK 4!

Practical Session
On social media
business page

Step-by-Step Guide: Opening Key Social Media Business Accounts

 How to Open an Instagram Business Account
Step 1: Download Instagram App
● Install the Instagram app from the App Store (iOS) or Google Play
(Android).
Step 2: Sign Up or Log In
● Sign up with your email, phone number, or Facebook account. If you
already have a personal account, log in.
Step 3: Switch to Business Account
● Go to your profile and tap the three lines in the top right corner.
● Select Settings.
● Tap Account, then scroll down and choose Switch to Professional
● Account.
● Select Business and tap Next.
Step 4: Complete Profile
● Add details like your business category (e.g., retail, service),
contact information, and business hours.
● Link your business Facebook page for additional insights and
tools.
Step 5: Optimize Your Account
● Add a profile picture, bio, website link, and start posting relevant
content to engage with your audience.
 Instagram
Practical Class…
 How to Open a Facebook Business Page

Step 1: Log into Facebook

● Sign in to your personal Facebook account.

Step 2: Create a Business Page

● Click on the Menu icon (three lines) at the top right.

● Scroll down and select Pages > Create.
● Choose a Page Name (usually your business name), a Category (e.g., local business,
online store), and a Description.

Step 3: Add Profile & Cover Photo

● Upload a profile photo (e.g., your logo) and a cover photo (e.g., your products or services).
Step 4: Complete Business Details

● Fill in your business contact information (phone, email, website), location, hours, and
any other relevant details.

Step 5: Publish Your Page

● Once you’ve added all the necessary details, click Publish to make your business
page live.

Step 6: Optimize and Post Content

● Start posting engaging content, invite friends and followers, and consider running ads
to increase visibility.
 Facebook
Practical Class…
 How to Open a Meta Ads Manager Account

Step 1: Go to Meta Ads Manager

● Visit Meta Ads Manager.

Step 2: Create an Account

● Sign in using your personal or business Facebook account.

● If you don’t have a business page yet, create one through Meta Ads Manager.

Step 3: Set Up Business Info

● Input your business name, address, and other necessary information.

● Set your preferred currency and time zone.
Step 4: Add Payment Method

● Go to Payment Settings and add a payment method (credit card, PayPal,

etc.) for ad billing.

Step 5: Launch Your First Campaign

● Create a new ad campaign by selecting Create.

● Choose your marketing objective (e.g., brand awareness, traffic), target
audience, budget, and format.
Meta Ad Manager
Practical Class…
 How to Open a Twitter Business Account

Step 1: Sign Up for Twitter

● Go to Twitter and sign up using your email or phone number.

Step 2: Set Up Your Profile

● Choose a profile name (preferably your business name) and upload a profile photo
(e.g., logo).
● Add a bio that describes your business and a link to your website.

Step 3: Switch to Twitter for Professionals

● After logging in, go to your profile and tap Edit Profile.

● Scroll down to Switch to Professional Account.
● Select Business as your account type, and then choose a relevant category for your
industry.
Step 4: Optimize Your Profile
● Add a header image that reflects your brand.
● Fill in contact details and website link for more engagement.
Step 5: Start Posting and Engaging
● Begin tweeting relevant content, following industry accounts, and
interacting with your target audience.
 X
Practical Class…
 Will Miss Y’all
It’s the
Weekend.
See you
next week
LADIES…
Well done, and thanks for always
showing up…