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nonprofit marketing social media cheat sheet 2016

My Social Media Cheat Sheet for Nonprofit Marketing

By Danni Eickenhorst, Marketing Consultant

Today, I’m preparing to speak in front of a UN of sorts – the global gathering of missionaries and representatives of Lutheran Hour Ministries. The group will be gathering today to focus on how to better tell their story as a nonprofit with scores of representatives living in so many areas of the world.

In preparation for the event, I updated my handy-dandy social media cheat sheet that I often give to nonprofits and other organizations that have people in far-flung places contributing content for one central purpose. I recall my days at The Salvation Army, working to coordinate the branding and content of many different locations that all had their own Facebook pages and accounts – and remember what a struggle it could be to manage both the strategic mission and message – let alone the performance of the content.

So, today, I wanted to share a quick checklist that often share with friends, clients and colleagues in this situation – and NO, you don’t have to sign up for my email list to get it. Just be sure to share it with your friends that can use it!

Do you have more tips I should add to the list? Comment below! Share the wealth of your knowledge and experience so that others can grow with you.

Best of Luck!

D


 

Facebook Tips

Need More Engagement (Likes, Shares, Comments)?

  1. Experiment with shorter posts versus longer posts to see which resonates with your audience.
  2. Use hashtags but use them sparingly. They can garner you up to 60% more activity on Facebook – but only use 1-2.
  3. Posts that contain images get an average of 37% more engagement than text-only posts.
  4. Take advantage of the new slideshow tool within Facebook to create videos quickly – and to boost engagement.
  5. Ask questions. This can bump the activity on a post by 23%. Tip: Have employees and volunteers start the responses and engagement to get the ball rolling.
  6. Get your employees and volunteers to engage daily on pages.
  7. Pages see the most engagement for posts that are happy, hopeful and upbeat on Fridays. In fact, you can see up to a 10% boost by sharing these on Fridays 1:00 to 4:00 pm.
  8. Best times & days vary by page & audience, but statistically, these might be best for Facebook:
    1. 12:00 – 1:00 pm on Saturdays and Sundays
    2. 3:00 – 4:00 pm on Wednesdays
    3. 1:00 – 4:00 pm on Thursdays and Fridays

Want to Grow Your Audience?

  1. Determine who you want to reach and develop a targeted ad campaign in Facebook targeting that exact person.
  2. Get your employees and volunteers to engage daily on pages, to share posts periodically.

Twitter Tips

  1. Make friends. Get into conversations with local advocates. Watch local hashtags. Be conversational. Retweet these friends and they’ll be more likely to do the same.
  2. Use hashtags.
  3. Try tools like Crowdfire to help you find targeted followers. These tools can check the followers of your strongest “competitors” (or “complimentitors”!) showing you who to focus on engaging with first. If you use Crowdfire, identify your strongest competitors on Twitter and then use the “Copy Followers” tool.
  4. Promote blog content on your Twitter feed and vice versa – embed tweets in your blog to get people to discover the unique content you have available on Twitter.
  5. Participate in live Twitter chats.
  6. Best times & days vary by page & audience, but statistically, these might be best:
    1. 12:00 pm to 3:00 pm Monday through Friday
    2. 5:00 pm to 6:00 pm on Wednesdays

Instagram Tips

  1. Use hashtags. Try “Tags for Likes” app on smartphones to find most popular hashtags for a given category. When adding hashtags, use synonyms or related words if appropriate. (i.e. #laptop, #tablet)
  2. Far and away, Instagram is a visual storytelling platform. Mix photos and videos – come up with creative ways to tell stories, parables, anything that gets out your core message.
  3. Instagram’s Explore feature allows you to find trending hashtags such as #LoveWins, #FullMoon, etc. These are timely and will get higher engagement.
  4. Add a strategic link in the bio to take people to the place where you can measure engagement or success.
  5. Cross-promote other community partners that are active on Instagram by tagging them in the post or “checking in” at their location when you post.
  6. Use Canva (now on mobile too!) to create branded quotes and images that reflect your brand and make it memorable. Aiming to bolster a specific hashtag? Embed it as a watermark on your picture.
  7. Best times & days vary by page & audience, but statistically, anytime Monday through Thursday except 3:00 to 4:00 pm seems to work well on Instagram.
  8. Quotes and inspirational content perform well on Instagram.

Are you in need of training or hands-on social and digital marketing support for your nonprofit? Reach out to our team at Blank Page Consulting. We manage nonprofit marketing campaigns, work to train their in-house teams to execute on marketing, and help them achieve their mission through their marketing. Click here to contact us.

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Fall 2016 Social Media & SEO Classes

In September and October, we’ll be offering our two most popular classes – Facebook Ads Strategy and SEO Bootcamp – both with optional practice workshops to help you implement the skill you’ve learned. Both classes often sell out quickly, so be sure to register as soon as possible!

Details below!

Facebook Ads Strategy Class + Practice Workshop Class: September 22, 8:30-11:30 am Practice Workshop: September 29, 8:30-11:30 am

Join us for a Facebook Ads Class AND Workshop to learn Facebook ad strategies and how to utilize Facebook ad tools to drive successes toward your business goals. Workshop will help you implement what you’ve learned and to develop your strategy. Details & Registration.

Space is LIMITED. Register in advance. Class Only: $40.00 Class + Workshop Combo: $55.00 (Save $10) Workshop Only: $25.00

REGISTER FOR FACEBOOK ADS CLASS

SEO Class + Practice Workshop Class: October 18, 8:30-12:00 pm Practice Workshop: October 20, 8:30-12:00 pm

In this 2-Day SEO Class + Workshop, you have an opportunity to LEARN Search Engine Optimization (SEO) and to DO the work with an expert on hand to guide you along the way.  Details & Registration.

Space is LIMITED. Register in advance. Class Only: $75.00 Class + Workshop Combo: $95.00 (Save $25) Workshop Only: $45.00

 
REGISTER FOR SEO CLASS

How much should you spend on Facebook Ads?

 

This simple, logical formula will help you plan your social ads spend.

Facebook advertising offers a relatively low cost, highly effective form of advertising. For many growing businesses, Facebook ads is the most powerful advertising method available, as it allows for clear measurability, and access to very targeted audiences at a relatively low cost.

While there is no one-size fits all formula to help a business calculate their budget for a Facebook ads spend, we have created a formula below that will help businesses begin to set concrete marketing and spending projections for their efforts.

A Few Helpful Statistics to Note:

  • Average Facebook Ad Click-Thru Rate: 0.9%
  • Average Website Conversion Rate 1.0%-10.0%
  • Average Facebook Cost Per Click $0.64
  • Average Facebook Cost Per 1,000 Impressions: $5.99
  • 6 to 8 touches to make a sale
  • Conversions with remarketing is 4x higher than native efforts

(Source)

Step 1: Determine your goal for Facebook Advertising

Are you looking to build brand awareness? Consider measuring impressions or reach. Are you seeking to get online conversions such as contacts, sales, or sign-ups for your email list? Measure things like website click-thru. (Click here to view our guide to measuring marketing success for more measurement ideas.)

 

Step 2: Gather Data

You’ll need to find the following pieces of data about your own marketing:

  • How many visitors does it take to convert (contact or email sign-up) on your website?

Configure Google Analytics Goals to determine this. If you don’t have that figure, assume a 1-3% conversion rate for initial estimation purposes. If you get direct sales through your site, you’ll want to adjust your numbers below to accommodate.

  • What is your sales process conversion rate for individuals who contact you or sign up for your email list? Once someone signs up for your email list or contacts you, what is the likelihood that they will become a customer or client?
  • How much valid (non-spam) traffic does your website receive each month from sources other than Facebook, such as Google, referral traffic, or email marketing?

 

Reverse Engineer Your Path

Let’s say that you’ve decided your business requires 10 sales per month. You’ve gathered your data and figured out that:

  1. You have a 1% conversion rate on your website. Therefore, for every 1,000 visitors that you receive, 100 of them sign up for your email list or contact you for more information.
  2. You have a 25% sales process conversion rate. For every 100 people that sign up for your email list or contact you, 25 of them become customers or clients.
  3. You receive 500 visitors per month from sources such as email, search engine traffic, and referrals.

From this data, you can glean that it will take 1,000 qualified visitors to achieve 10 sales per month. (Note: this will strongly depend on your sale process, but this should bear true, as it is based on your historic performance data.)

Now…

  • 1,000 Visits Per Month x 1% Conversion Rate=100 contacts per month
  • If, of 100 contacts, 10% end in a sale – 1,000 visitors should yield 10 sales per month.
  • If you get 500 visitors per month from sources such as email, search engine traffic, and referrals, you will need an additional 500 visits from qualified, interested parties.
  • Facebook Ads yield 0.9% click-thru rate. Therefore, it will take 55,555 website impressions to achieve 500 qualified website visitors to bring you to that goal of 1,000 qualified website visitors each month.
  • Average cost per 1,000 impressions = $5.99
  • Therefore, $329.45 per month would be the LOW end of your budget, assuming that your visitors are warm, well-qualified, well-targeted leads. This is assuming that you can convert someone in just 1 impression or interaction, because they are already familiar with what you have to offer. Remember that earlier statistic, 6 to 8 touches to close a sale…
  • If your audience is not established and has not had any interactions with you in the past, you will only be reaching non-fans to sell, drive traffic, and grow your lists. That is less effective and more expensive than targeting fans who expect (and desire) to see your content. You will need to multiply the number above times 6 or 8 in order to engage each individual enough to get them to convert. Therefore, you can expect that the HIGH end of your budget would be $1,976.70 to $2,635.60 per month

 

Ways to reduce your cost

The numbers above may seem impossible to budget for. Remember that over time, you can reduce your cost by keeping your audience engaged. You can also reduce your cost through retargeting (which has been shown to be up to 4x more effective, and 50% less expensive than ads without pixel retargeting). Here are other ways that you can reduce the cost of your Facebook ads spend:

  • Quality targeting
  • Long-term relationships with a warm and active audience
  • Retargeting with Facebook Pixels (increase conversion by 4x, reduce cost by as much as 50%)
  • Increase traffic from other sources by improving your search rank, email quality, and referral traffic

If you’re looking for other ways to grow your business through a comprehensive strategy, consider our small business coaching program, available to businesses nationwide. Click here for more information on marketing and business coaching.

If you want to learn more useful information like this, consider our Liftoff Business classes, available in person (in St. Louis) or online. Click here to view our schedule.

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Measuring marketing success

Marketing Metrics ROI

Click the image for a printable PDF.

Connecting Marketing Metrics + Business Goals

 

Tying your marketing efforts to your business goals is a critical and often overlooked step in the creation of a marketing plan. Rather than creating exhaustive metrics reports on a monthly or quarterly basis to explain the value of your outreach, choose a few strategic measurements to track that you can more directly translate into success.

Just about everything you use for marketing from your website to social media has analytics behind it showing your performance. Without taking the time to step back and look at how you are doing, how will you improve your marketing? Marketing measurement is crucial when it comes to increasing your business performance.

Are you using analytics to your advantage?

Did you know that organizations that adhere to well-established marketing metrics are 3 times more likely to hit their goals than other organizations? As a marketing firm obsessed with numbers and analytics, we have found this to be true.

The key is to take a good look at your business goals and find the marketing metrics that align directly with those goals. From there, you can begin tracking what works for you when trying to achieve those goals and what does not.

Everything we do from social media to SEO is backed by the data we find from our analytics. There is nothing that is more objective than your analytics, which is why we recommend using every piece of information you can that will help you when creating your marketing strategy.

When you’re reporting your marketing and sales success to a manager or board of directors, you often may as well speak to them in a foreign language if you’re going to communicate your success in impressions or pageviews. Instead, speak to them about the return they’re getting for their investment (ROI) by matching your business goals to a few key measurements that are direct indicators of the success or failure of those goals.

In today’s blog, we have shared two potential guides that you can use to start your tracking process. One is a quick, high-level, printable guide you can keep handy at your desk. The second guide is a more in-depth look at some ways you can measure your social outreach and campaigns. These lists are far from exhaustive, but should help you begin to measure the ROI of your marketing efforts.

Business Goal Marketing Goal Notes
INCREASE PROSPECTS & LEADS
  • Traffic to website
  • Number of calls
  • Number of emails
  • Number of downloads & subscribes
  • Visits to contact page versus number that actually complete form
LEAD QUALITY
  • Lead score or B.A.N.T. evaluations
Prioritize lead follow-ups by:

Budget

Authority

Need

Time

LEAD CONVERSION
  • Increased conversion rates from qualified lead to opportunity
  • Overall decrease in sales cycle duration for qualified leads
Utilizing a CRM (Customer Relationship Manager) tool may help you more effectively measure improvements in lead conversion. May calculate by total number of leads minus conversions divided by 100.
SALES
  • Landing page for purchase conversion
Measure visits to a page that indicates successful conversion. Track this in Google Analytics’ “Goals” section.
BRAND AWARENESS
  • Social media impressions & reach
  • Social media engagement (virality due to likes, clicks, comments, shares)
  • PPC ad clicks
  • Increase searches
  • New direct traffic to website from word of mouth, advertising or PR (non-digital) interest
  • Number of inbound links coming into your website (people referencing your material as authoritative)
LIST BUILDING
  • Email subscriptions
  • Email performance (open rate, click-thru)
  • Blog subscribers
  • Website traffic
COST PER ACQUISITION TRACKING
  • Lifetime value of customer divided by cost to acquire them.
  • Cost Per Action
  • Cost Per Click
  • Website traffic compared to leads/completed contact forms
CUSTOMER RETENTION TRACKING
  • CRR Formula: Calculate by number of lost customers from original number of customers divided by original number of customers for the given period.
REFERRALS & REVIEWS Use a CRM to track the source of your incoming leads to know how many come from word of mouth referrals.
SOCIAL-MEDIA-MARKETING-TIPS-2016-ST LOUIS SOCIAL MEDIA CONSULTANT

A Quick Tip for Deeper Social Media Connections

Social Media Marketing Tips 2016If you follow me on Twitter (@STLDanni), you’ll see me tweet out every random question that pops into my head. I love the collective knowledge available when you tap into this social network. Twitter, above all others, has a very active, motivated, intelligent group of people. You just have to get to know them.

Asking quick questions and getting recommendations or help will deepen your connections on Twitter, and can open you or your business up to new business and new partnerships.

I also do this because I love to learn from others and firmly believe that you get what you ask for. It almost never hurts to ask questions. It’s not likely to damage your reputation by showing that you don’t know it all – and it can certainly show others that you’re willing to learn, and want to know the latest and the best.
The same is true for your brand. Your brand has a personality – and it likely has needs – whether it’s event parters, sponsors, volunteers, a referral, or help troubleshooting a problem for a customer or client.
The results have always been phenomenal when I’ve reached out to the Twitterverse on behalf of a brand. When planning Garbage Bag Gala for The Salvation Army, I tweeted out from Salvation Army seeking recommendations on potential partners for the upcoming event and the result was THOUSANDS of dollars of in-kind partnerships and donations.

Engaging in a back and forth – real conversation – on behalf of your brand is an absolute must. Try it this week.

-Danni

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Working with a marketing agency: What to expect

Find out if our small marketing agency is a fit for your business.

We believe that success comes from aligning your business goals & your marketing. We’re big fans of entrepreneurs. Such big fans, in fact, that we made a pledge on Day 1 of our business to never act in anything but our clients’ best interest. For that reason, we developed this document, which helps inform potential clients about what to expect when working with Blank Page Consulting – so that they can make a fully informed decision when choosing the firm they want to work with. Please read through this document fully and then let us know if you’d like to talk about your company’s goals and Blank Page’s role in helping you find success.

What We Do

We offer business solutions such as consulting, training, and marketing to move your company forward. At Blank Page, we’re focused on helping businesses grow. We do this by offering marketing consulting services, business plan development services, coaching, lead generation campaign development, and hands-on marketing services – including website development, search engine optimization, social media marketing, e-mail marketing, content marketing, and more.

We serve as a partner and an advocate for our clients and believe strongly in a collaborative marketing approach – getting their input and voice

What We Don’t Do

Our values in action.

With our decades of collective experience, there are some things we’ve decided we will never do:

  • We will never block your access to your own creative assets (websites, social media channels, etc). We believe collaborative marketing, executed in partnership with actively-involved clients produces our best work.
  • We will never knowingly advise you to take an action that isn’t in the best interest of your own business.
  • We won’t stray from our areas of expertise. We are marketers – not IT or administrative professionals. We will lean on your IT and administrative team to handle their work, while we advise them based on our marketing strategy. If you need help finding experts, we can share resources and solutions.

What Drives Us.

Working toward your success.

Our goals as your marketing agency are to:

  • Deliver actionable advice that will help your business succeed.
  • Assist in implementing and acting on advice given.
  • Develop a voice and strategy, reflective of your company’s values – and executed in line with your business goals.

What To Expect

What clients experience working with our marketing consultants.

When you decide that you want to work with Blank Page Consulting, you will be assigned a project manager who will be your day-to-day contact. Typically, our CEO, Danni EIckenhorst, will be the strategist for your plan, but if you opt to work with Blank Page Consulting, your day-to-day work will be supervised by one of our certified marketing experts who will execute on the strategy by fulfilling all of the elements of your plan.

In the development of your marketing plan, we will determine what goals and metrics we should monitor in order to know how effective our strategy is at achieving your business goals. We will measure these goals over time, and adjust our strategy accordingly.

Your project manager will: -Work with you to learn your brand’s voice -Check in with you for regular updates for social and digital content -Look for opportunities for partnership, cross-promotion, and PR promotion -Hold regular meetings with you to report on progress made toward your goals.

You will be billed on a monthly basis – one month ahead of the work to be completed. If you are working with us for a short-term contract (such as website design), we will ask for a deposit at the start, and payments at set milestones.

 

Your partner for the long-haul.

Applicable to long-term marketing agreements.

Coaching and ongoing marketing clients who work with us on an ongoing basis work on a retainer basis – with a set number of hours allotted each month. In this way, they have access to our team of experts, working on their long-term goals, as they need them. Working with us on an ongoing basis work on a retainer basis – with a set number of hours allotted each month. In this way, they have access to our team of experts, working on their long-term goals, as they need them. Working with us on an ongoing basis offers advantages you can’t get from a one-off project. We’ll spend time with you to identify your most important goals and develop an action plan to help you reach them. Then we’ll track your performance along the way, offering advice to help you reach your goals faster in regular reporting and quarterly audits.

Our team is available during normal business hours to assist your company, in line with your project scope. For a higher hourly rate, our team can be available for emergency or after-hours work as well. Ask your project manager for details.

Your Commitment

Our minimum commitment.

We choose to work on 12-month minimum engagements. Marketing campaigns take time to fully realize success – and so, we ask that our clients commit to a minimum of 12 months of working with our team.

Our minimum monthly marketing agreements are: ‌•5 hours per month for coaching ‌•10 hours per month for active marketing ‌•Variable for short-term projects, such as website builds

Should you work with a marketing agency?

Considering your needs + our value.

When you have the right marketing plan and team in place for your company, your marketing team should:

  • Identify and eliminate inefficiencies within your business, and work to eliminate them.
  • Will help to establish you and your company as authorities within your industry.
  • Reach target customers in a more powerful and cost-effective manner than you could do on your own.

This partnership does require an investment of time and money – which you should consider before embarking on any agreement.

Consider the following:

  • Do you have the time needed to onboard your agency and respond to their inquiries?
  • Do you have the financial resources to invest in a 12-month plan?

Our Rates

Below are examples of our rates for ongoing work. These may be adjusted, based on your organization’s needs, at our discretion. Any software fees, hosting fees, advertising costs or other fees are additional. We will seek your approval before any costs outside of our approved fees are incurred.

  • Marketing Strategy and Coaching Services (Short-Term) $125.00 per hour
  • Marketing Services (Ongoing) $95.00 per hour
  • Other services such as graphic design, website development and coding, photography and videography are quoted on a project-by-project basis as needed.

Let’s Work Together.

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NEW CLASS: Learn Facebook Ads March 31st

Join us for a Facebook Ads Workshop to learn Facebook ad strategies and how to utilize Facebook ad tools to drive successes toward your business goals. There are a variety of ways to advertise on Facebook. This course will walk you through the various options for ads, as well as help you create ads on Facebook that will accomplish the marketing objective you have for your business. •Know how your bid is calculated and how to win a spot in the ad auction •Understand how you show ads to people throughout the day •Understand the kinds of factors that affect ad delivery •Learn how to create and manage Facebook ads tailored to your goals. Cost is $25.00. Space is limited. RSVP

How to Know When to Post on Social Media

By Rease Kirchner (@IndecisiveRease)

Content marketing may begin with great content, but even the best content won’t get any traction if it isn’t promoted properly. Let’s say you write an incredible article, then you take the time to craft your words for a clever Facebook post, and also design the perfect image. You hit the post button, full of confidence, ready for the likes and comments to roll in, and get nothing but crickets. Chances are, you’re talking to an empty room, or, in Social Media terms, posting when your audience isn’t around to see it. So how can you figure out when to post on social media?

Social Media Marketing is different for every business

If there were set times that worked for everyone, Social Media platforms would explode with activity for only a few hours of every day. We all know that social media is active 24 hours a day, 7 days a week – so the key is to figure out when your audience is active. It may take some time and effort to hunt down the data you need, but knowing when to post can really make your engagement numbers soar. Let’s take a look at the data that different social media platforms collect for you, and then explore some external tools that can help you dig even deeper into your audience’s habits.

Facebook Insights

Facebook has a built in analytics tool that has some pretty valuable information. To access Insights, go to your Facebook page and click the “Insights” tab in the top menu, then click on “Posts” on the left sidebar.

The Posts section will show you when you audience is active on Facebook, both by days of the week and by hours throughout the day. In the following example, the audience remains pretty active every day of the week, but users don’t start logging on until around 10am, with the most popular times being around noon and 5pm. Posting at those times would likely increase engagement and reach on posts.

social media metrics social media strategy st louis

This report from a different business page shows a very different trend. This page’s audience starts getting active around noon, but the most popular time is actually 9pm. The audience still remains fairly consistent in activity throughout the week, but you can see that Mondays and Saturdays are the most active days, so the best times to post on this page would most likely be Mondays or Saturdays at 9pm. Of course, it’s clear that the audience is active any time between 12pm and 9pm, so it would be best to play around with different schedules within that time frame.

social media metrics social media strategy st louis

Twitter Analytics

To access Twitter Analytics, go to your Twitter Page, click on your Avatar, and select “Analytics” from the drop down menu.

Twitter Analytics is not as robust as Facebook Insights, so you won’t be able to gather too many details about your audience, but it does offer a little information. When it comes to choosing when to post on social media, you want to know about your reach, so when looking at Twitter Analytics, you’ll want to check your “Tweet Highlights” and look for which tweets got the most impressions. Your top tweets will show how many impressions they received, which gives you a rough estimate of your reach at the time of the tweet.  Keep in mind that impressions can be gained through retweets and also through specific searches, such as searches for a hashtag included in the tweet, so those numbers are not directly linked to the time you posted.  It’s not an exact science, but if you notice a trend of higher impressions when you tweet at a certain time, that’s a good indicator that your audience is scrolling through their Twitter feed around that time.

Pinterest Analytics

Pinterest Analytics is only available for Business Accounts, so make sure you set up your account as a Business and not Personal. To access Pinterest Analytics, go to your profile page, click the gear icon, and choose “Analytics” from the dropdown menu. From there, click on “Your Audience”

Pinterest data falls somewhere in between Facebook and Twitter for usefulness; it doesn’t offer as many details as Facebook, but it does give you more than Twitter has to offer. The “Your Audience” page will give you a look at what days your account got the most impressions, which can help you decide what days are best to add new pins. This page also gives you a breakdown on where you audience lives, which is helpful for when you are thinking about posting times. For example, if most of your audience is on the East Coast of the United States, you’d want to keep that time zone in mind when choosing your posting times.

External Tools

If you really want detailed data, you’re going to have to incorporate a few external tools.

Hootsuite

If you’re on a tight budget and feeling lazy but still want to post on social media at optimal times, Hootsuite’s integrated scheduler is pretty useful, and it’s free for up to 3 social media accounts. This platform allows you to add Facebook, Twitter, LinkedIn, Google+, WordPress, and Instagram. If your accounts are established enough for Hootsuite to pull activity data, you can simply type up a post, hit the handy “Autoschedule” button, and let Hootsuite choose the optimal time for you. It should be noted that this does not yet work for Instagram, due to Instagram’s security parameters. It does, however, work quite well for other platforms. The catch? It only works the day of, meaning you can only get the optimal time for the next 12 hours or so, not for the whole week. If you want to schedule out for more than a day, you’ll have to choose the time yourself.

Buffer

Buffer, like Hootsuite, is a great free tool that analyzes data for you, and chooses the best times to post based off that data. This tool also has a free version, with the capabilities getting more robust if you shell out the cash to “Upgrade to Awesome” as Buffer puts it.

Buffer integrates with Twitter, Facebook, Linkedin, and Google+ on the free version, and throws Pinterest into the mix in the paid version. Buffer lets you choose how many times you want to post throughout the day and then picks several optimal times for those posts to go out for each different platform. Once it has those times, you can set it up to always post at those times whenever you schedule something within the platform. This is a step up from Hootsuite, because it lets you schedule out posts for a much longer period of time, all with the optimal posting time set in place.

Iconosquare

Instagram is beloved by users, but it can be really difficult when it comes to scheduling ahead of time and getting analytics. Iconosqaure is one of the best tools for getting data, but the free version is fairly limited. If you work the paid version into your budget, you will be rewarded with data on your most popular posts, followers, and a chart comparing your current posting habits to a schedule that shows when your posts are most likely to get interactions from your audience. You can request an updated version of this at any time, so it allows you to keep a pulse on new followers and also see if your current posting habits are properly lining up with your users’ most active times.

social media strategy st louis

This data is great, but unless you want to be a slave to your phone, you’ll have to figure out a way to schedule Instagram posts, which involves another tool.

Schedugram

You’ll have to pay for a subscription to this tool, but it does allow you to manage several accounts at once, and schedule Instagram posts ahead of time. Schedugram allows you to upload a photo, do some light editing, and include both a description and first comment with your photo, which is helpful for anyone who likes to use that first comment to load up on hashtags without crowding your description. This tool does not have any autoschedule or optimal time suggestions though, so you’ll have to figure out your posting strategy using data gathered elsewhere.

Monitor the data and watch your results

Content marketing is complicated and Social Media marketing involves keeping a close eye on the data. Make sure you review your data at least once a month, if not more often, to ensure that your audience’s habits have not significantly changed and to ensure that the times you are posting give your content the best chance of getting seen.  Social media is an invaluable tool for promoting your content, so make sure you are showing off your content to a “full room,” and not tossing away quality content by sharing it when no one is around to see it.

home builder marketing case study hibbs home campaign 3 hibbs homes campaign real estate marketing st louis

Award nomination for St. Louis home builder marketing campaign

hibbs homes home builder marketing st louisWe’re pleased to share that our work has been nominated by the Home Builders Association of St. Louis and Eastern Missouri for our work in social and digital media for St. Louis home builder Hibbs Homes. The award recipients will be announced next month at a reception for the HBA.

In celebration of this momentous achievement, we thought it appropriate to share this case study in home builder marketing, with a recap of our strategy and impact for this client.

Maybe it’s the gorgeous construction and design of each custom home, maybe it’s the team at Hibbs Homes – but this client’s work has been a true labor of love by our team. The passion for this work can be evidenced in our recent “We build the house. You make it a home.” campaign, which rolled out earlier this year.

We began working with St Louis custom home builder, Hibbs Homes, in December 0f 2014, and have worked in partnership with their team since that time on:

  • Website creation and launch
  • SEO strategy
  • Social media marketing
  • Content creation
  • Public relations

Our Client’s Business Goals

As one of the most successful builders in St. Louis, our client was seeking to continually build his brand presence, without having to continually personally manage his own marketing. In partnership with Kim’s previous marketing consultant, the very talented Melody Meiners, we began developing a messaging and social media marketing strategy that would keep Hibbs Homes top-of-mind for anyone looking to build a new home in the St. Louis region.

Our Marketing Strategy

Based on our research, we believe that Hibbs Homes is the most active and successful builder over multiple social channels in the St. Louis region, including Facebook, Twitter, Pinterest, Houzz, Instagram, and LinkedIn. In 2015, we were able to generate over a half million impressions (565,100) solely on Facebook, Pinterest, and Twitter, 3,811 website visitors, 285 new email subscribers, and 185 new leads for our client through our social media efforts.

Social media is utilized to help individuals become more educated by sharing the Hibbs Homes team’s expert knowledge. It is also used to promote energy efficiency lifestyle practices by sharing on their blog simple ways to help them leave a smaller carbon footprint. Because of the high-quality content we’ve been able to create in partnership with the Hibbs Homes team, their audience looks to them for what’s next in homebuilding. Additionally, Hibbs Homes has been able to educate them about the importance of high performance home building.  

hibbs homes home builder site banner Our Home Builder Marketing Impact

By posting our projects as they are built, and great visuals of the finished products, we have been able to gain media attention, new customers, and many of new fans. In 2015, we were able to achieve the following impacts to our business through strategic social media marketing:

  • 2,982% increase in website traffic from Facebook
  • 3,450% increase in website traffic from Twitter
  • 247 new email subscribers
  • 180 new client inquiries

Home Builder Social Media Awards

Lastly, by focusing our work on Houzz.com, we have engaged an active community of potential customers and fans nationwide and have achieved their 2015 Houzz Influencer Award and 2015 Design Award. Kim also received the 2016 Best of Design awards in January of this year, based on the portfolios of his design and construction work we’ve featured on Houzz.

Acknowledgements

Our sincerest thanks to Melody Meiners, Kimberly Rupert, and the entire Hibbs Homes team for their partnership throughout, which made this possible. Special acknowledgement to Taylor Bartley, our marketing project manager, for her dedication and hard work for Hibbs Homes.

hire danni eickenhorst to speak at your event, public speaker, marketing speakerABOUT DANNI EICKENHORST

Danni is one of the top social media strategists in the United States, having been nominated for multiple awards for her strategic digital marketing efforts. She recently launched her online course for small business owners, Universal Marketing Theory, and serves as a marketing and business coach for businesses of all sizes. Read more about Danni’s impressive career, including an award from Governor Nixon, successful election outreach, and her coverage of a major national disaster here. Feel free to reach out to Danni with questions or to have her speak at your next event.

market your seasonal business during slow times free guide st louis

FREE GUIDE: Marketing your seasonal business during the slow season

marketing-seasonal-businessSeasonal businesses such as landscapers, construction firms, summer restaurants, snow removal services, and the like struggle with feast or famine business cycles in an extreme. During the leaner months when business is slow, or perhaps non-existent, there are a number of things you can work on to ensure that your content marketing and outreach efforts continue to get your company in front of the eyes of potential customers all year long.

 

Owners of seasonal businesses such as ski lodges, farmers markets, and seasonal destinations can download our new guide, “Marketing your seasonal business during your slow time,” to learn five important marketing activities they should prioritize when the phones aren’t ringing.

 

Proactive marketing can ensure that when your target audience is actively searching for the services that you offer, that your company is top of mind, and hopefully at the top of search engine results as well.

 

Our guide covers activities such as:

  • Content marketing methods
  • Link building for SEO
  • Reputation management
  • Competitor research, and
  • Testing calls-to-action that will support your business.

During your busier times of the year, consider relying on the digital marketing experts at Blank Page Consulting. We know that as a small business owner, especially one with a seasonal focus, your time is best spent focused on the work you’re known for providing. Partner with a company known for providing excellent marketing services and assistance that will help your company achieve stability and growth all year long.

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Consulting is a St Louis marketing agency, working with home service organizations, restaurants, nonprofits, and growing businesses nationwide. Learn more about our support services for your business:

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hire danni eickenhorst to speak at your event, public speaker, marketing speakerAbout Danni Eickenhorst

Danni is one of the top social media strategists in the United States, having been nominated for multiple awards for her strategic digital marketing efforts. She recently launched her online course for small business owners, Universal Marketing Theory, and serves as a marketing and business coach for businesses of all sizes. Read more about Danni’s impressive career, including an award from Governor Nixon, successful election outreach, and her coverage of a major national disaster here. Feel free to reach out to Danni with questions or to have her speak at your next event.