Types of Adwords Campaigns for Healthcare Marketing

Healthcare practices often have an advertising budget, and typically this advertising budget can be split between digital and traditional marketing. We found in our digital marketing experience that Google Ads is one of the best places to run advertisements for your business to make sure that you are reaching prospects and getting new leads into your practice.

We’ve talked in the past about how it’s important to have a landing page and a lead capture system so that you can then follow up with these individuals as well. So here we’re going to be talking more on the Google advertising side of it.

So I’m going to be showing you a few of the campaigns that we utilize for our clients and that we are seeing tremendous results from. So let me jump over and we will share my screen.

Okay, so this is just a random account that we have that has a small budget, but I’m going to be utilizing it for a demonstration of these different ad groups.

Oftentimes, you will already have a Google Ads account set up. You could create a new account. I like always being able to look back and see old data, so you can always pause the ads that you currently have running, the campaigns that you currently have running, and then start a new one.

Traditional search term campaign

So the first type of campaign that I always recommend for our providers to be running is just a traditional search term campaign. So here we’re going to click New Campaign, and oftentimes we have it where we have the lead conversion set up.

We have talked about this in the past as well. But what you want to do is make sure when you have that “Request a consultation” page, that you then have a “Thank you” page, that’s the easiest way to set it up. You can also use the Google Tag Manager to have a tag in the code up here when somebody clicks “submit” or when the thank you message pops up, we find it just easier to have that “Thank you” page. The reason is that you can then make sure that front and center is the phone number to call immediately, maybe there’s an online scheduling tool in addition to just collecting their name, email address and phone number, or maybe it’s a video from one of your doctors or specialists.

So here, if you check leads and then you want a search campaign. And so what we want to do is website visits, and then you could also do phone calls, for example. And you put on your website here.

Try to be as specific as possible

Now, when we are creating ad campaigns for our clients, we try and have it be as specific as possible. By that, I mean we want to have a campaign that’s specifically for search networks and we have text ads and another campaign that’s specifically for the display network.

Now, some of these do have text ads as well, but they’re also the banner ads and you’re having it show up on womenshealth.com, for example. They might have advertisements that show up as pieces of their content. And so if that’s your target market, you might wanna have ads show up there too.

Target by specific location

But the search network, this is for somebody searching specifically for your specialty within your geographic area, so we want to have the search network and then the location. We want to be able to enter a specific location. So when you’re doing this, click advanced search, and oftentimes we will do a radius around a specific area.

So let’s see, I don’t have an area off the top of my head, but you type in your address here and you can go from, one mile, is the minimum, up to hundreds of miles. So if you are really the only specialist in the entire state, you might want to have this be a state-wide radius. If you have multiple locations, you would want to have a campaign for each of those locations.

Target by zip code

So something else you can do is a target by zip codes. So if you have any sort of report that says X condition is more prevalent in this zip code, this zip code, and this zip code, you might want to create a campaign specifically for those three zip codes, rather than doing a radius around the location or a full state or full setting. So that’s one targeting option there.

Target by neighborhood level

We are also working on, kind of internally, ways that we can get more specific and even go down to a neighborhood level, and that would be by having a location, setting it to one mile apart, so you have a radius around a location, and then excluding specific radiuses that are around there, so that you can get that one-mile radius down to a quarter of a mile, for example.

Using longitude and latitude

Using longitude and latitude, a lot of geofencing companies are able to do this. This is different than what we typically are doing on Google AdWords, but I did want to bring that up that there are ways to get more specific than that one-mile radius. But for the search term, typically we want to go sometimes 20 miles, sometimes six miles, it really depends what the competitive landscape in the area is looking like, how easy it is to travel from place to place, you know your location.

Boulder, Colorado, for example, would have a much larger radius that we would run there potentially, rather than New York City, in which case, that would be a much smaller radius.

Target by language

Now, if you’re writing ads in different languages, let’s say you have a high Hispanic population and you wanna do Spanish, again, I would recommend dividing this out, so you have a campaign that’s specifically for that other population.

Budget

As for the budget, we often start the budget around $3-5 per day and then grow it from there. The reason why is we want to see those leads coming in, especially as we’re putting out new ad text, and we also want to have the focus again, beyond conversions, and this is with that lead capture form.

Target cost per action

Oftentimes, we have a target cost per action, and this is just to help Google be able to estimate whether or not their own optimization is helping us reach that conversion metric that we want. Oftentimes, we set this for a healthcare center around $100 or so. Our cost per conversion is often much less than that over time.

Ad extensions

Then there’s this area for ad extensions, we always recommend filling these in. Just the more tools that you utilize through Google, the better it is. Site linked extensions, these lead people to other parts of your website, maybe to learn more about the position or about the practice in general.

Call extensions

Call extensions, these are just more business information, telemedicine consults available, for example. Call extensions, these are places where somebody would be able to click your phone number, especially on a mobile device, and get to call immediately. Google then could track those calls.

So this is a search campaign, you would create the ads, and these ads are text ads and the ads show up on Google at the top, into the sides of the search results.

Smart campaign

The next item that we are going to show is the smart campaign that is driving conversions as well. So smart campaign is a campaign that ties into your Google My Business page, so this is that Google Maps listing.

We recommend every healthcare center has a Google Maps listing, both for your center and for each of the specialists there. So basically, you create the page, you link it to your Google account, and then you add information here. People then can leave reviews for a specific position or for the practice as a whole.

How to setup a smart campaign

So this type of campaign, again, you click new campaign, you want leads, but you’re going to click the “Smart Campaign.” And so here, we recommend having a campaign that specifically is for calls for your business and potentially one depending on what type of center you are for visits to the store front.

So let’s click “Calls to your business.” And it’s important as you’re setting up this campaign to link it immediately to your business page.

So here, I’ll do “Share Social Speak Network,” and our goal, in this case, you can have it be to get more calls or to get more leads through the website.

So for our healthcare practice, oftentimes people still do want to talk with somebody on the phone as they’re scheduling that consultation, especially if you have a specialist, a doctor who’s a really well-known specialist in the area, you want to make sure that you are advertising his or her Google My Business page, and that you have this get more calls.

Target by specific zip codes or areas

For these campaigns, we recommend having it be in specific zip codes, for example, to make sure that you are targeting the right people. So again, this is driven by leads and then I selected the “Smart Campaign.”

And so you can set up specific areas. We want it more specific than just the location, so let’s say we did Niwot, Colorado, for example. Niwot is a small town, so that is a very specific location right here. However, if you did Manhattan, you’d want to narrow it down to specific zip codes from there.

Keyword themes

Here, you choose what they call them keyword themes. So basically in Smart Campaigns, you have less control over the keywords that you’re going to be bidding on. So it will give you suggestions for things to use.

Now, I would X out all of these and start with a fresh list. So if you are a gynecologist, you’d want to do Gynecologist. If there’s a special type of birthing plan that you do, you can put that in, if you have a doula, you could do that. So really just making it very specific about what type of people you are trying to attract with the ads that are within this campaign.

I didn’t mention this with the search campaign, just ’cause I didn’t go through far enough in it, but when you choose the keywords, you want to have multiple ad groups potentially for each of your centers. For example, we have some clients who have multiple practices and within those practices, they have potentially five different specialties.

Ad campaign settings

So we have an ad campaign, search ad campaign, let’s start with, that is for the center and that so that we can really identify what their budget is and easily track conversions from there. Then within that campaign or a search ad group for each of the different specialties.

Some people do it the other way where they have a campaign that’s just for the specialty, and then each of the ad groups are for the specific locations. It doesn’t really matter which one you do, though we find targeting by geographic location is a lot easier on the campaign level than on the specific ad group level.

For these ones, for example, you’d want to just focus on a singular specialty within these keyword themes, so even if you provide five different services, 10 different services, 30 different services within your center, you want to make sure that these keywords are all very specific towards one of the services that you provide. The reason is because the next thing that you’re going to do is create the ad text. Now, this ad text has to be directly related to the content, the searches that you are wanting your ad to show up for.

So if you have a campaign that’s running in an ad group that’s running a Smart Campaign that’s for knee surgery, you don’t want your ads to all be talking about hip surgery. You want them to be aligned. So in that case, you’re an orthopedic surgery, I would have an ad campaign that specifically is for one type of knee surgery, you could even divide those into two different types of knee surgeries or joint replacement versus ACL tear versus all of these different things, just so that it’s as specific as possible.

You want your ads to directly correlate to the content, keyword, the searches that people are looking for. So the thing to make sure that you do here is when you are writing an ad, you want to make sure that the clicks to the ad go to a special place. You also want to make sure that you have a phone number that’s specified for that call extension.

So when somebody sees the ad, they are going to see that there’s this “Click to call” button with the phone number here, and so they would actually be able to click on this call and then that number, for example. And so that’s really powerful.

Google actually then tracks how long those phone calls are. Basically it says, you have a Google My Business call or a Google phone call, and then it will transfer over to the person who’s calling. So they hear just like a normal phone call, your admin, your staff will hear it, a brief Google message. So just make sure that they know that that message is going to happen, and then you’ll be good to go.

So these are the two types of ads that we really recommend running. Again, in the campaigns, new campaign, we have both of them under the leads and one search and one’s the Smart Campaign.

Video campaign

Now, we also utilize video campaigns in the display network, etcetera, we’ve run Gmail ads before, but these ones we’ve found to be much better for overall branding, whereas the search campaigns and the Smart Campaigns are really driven by those conversions and getting leads, new patients in the door for your practice.

We’ve seen even the day that some of these campaigns are set up, that new leads are coming in for our clients. Sometimes it does take a little bit longer, but as long as you have that content where you’re focusing on a call to action, you’re showcasing your expertise, you’re trying to build trust, even though it’s just a small amount of text, these are really where you’re going to see people calling up and wanting to schedule a consult with you with your business.

Additional tips

So please take a look at your Google ads when you’re creating them. Again, be as specific as possible with the keywords that you’re focusing on, as well as the ad text.

We’ve even run ads and set up campaigns for people where we only want the ads to show up for one single keyword, and that’s because that keyword is so important to us and we’ve seen a majority of the conversions come from that keyword.

So you can get that specific, where you have one keyword, one zip code and it goes to a landing page that’s specifically about that service, has a video of the doctor, and is just really powerful.

The display network, video network, etcetera, these could be used for retargeting ads, for example, but Google does have some pretty strict guidelines on healthcare and who can actually run these remarketing campaigns.

Get a free 30-minute consultation

So please, if you have any questions about how to set up the Google ads for your healthcare center, or just to double-check that they’re set up as we would recommend them to and how we’ve seen results before, please head on over to Social Speak Network, click on that “Free consultation button,” we’re more than happy to set up just a 30-minute call to run through your ad groups, your campaigns, make sure that they’re working as efficiently and effectively as possible for you and for your healthcare center.

Be sure to subscribe to our channel on YouTube, on Podbean, iTunes, and also jump on over to Social Speak to follow us over there.

Types of Adwords Campaigns for Healthcare Marketing

Types of Adwords Campaigns for Healthcare MarketingTypes of Adwords Campaigns for Healthcare Marketing

11 Content Ideas to Fill Your Social Media Calendar


A social media calendar can help you plan and schedule your social media posts in advance. With an organized calendar, you can ensure no days will go without a single piece of content being published.

Fresh, quality content is important to attract your target audience and keep them informed. But let’s face it. It can be challenging to find fresh social media ideas, especially when you have to post something daily on different platforms.

Next time you think there’s nothing for you to post, think again. Here are 11 content ideas to fill your social media calendar.

Industry news

If you find yourself at a loss when it comes to making updates on social media, sharing industry news is a great idea. Regularly posting informative articles will help turn your page into a trusted resource for relevant information.

Think about what your target audience would find helpful and relevant. Share links to relevant news and blogs.

Blog posts

Do you spend countless hours writing killer, quality content for your blog? Don’t let it go to waste Share your blog posts across your social media accounts.

In addition to giving you something new to post, sharing your blog posts on social media will help deliver a steady stream of visitors to your site. Make sure, though, that you tailor your message to fit each platform and audience.

Polls and surveys

People love answering questions, and polls provide the perfect avenue for this.

Polls are easy to make, encourage interactivity, and get people talking. It allows you to gain a deeper understanding of who your customers are. By reading their responses, you can learn from them directly and better understand their needs.

Videos

Video is the undeniable king of content marketing. In fact, they get exponentially more shares than texts and images combined. Not only are they convenient and efficient for the consumer, but they can also help you create an emotional connection with your audience.

If you aren’t creating video content for your brand or business, now is the time to get in front of the camera. I challenge you to do one this week. You can start by doing a Facebook Live or Instagram story. The first video is usually the hardest, but you’ll get better as you go.

Behind the scenes photo or video

Sharing behind the scenes content gives people an inside look into who you are and what your brand represents. People want to do business with people, not from a company that hides behind a logo. They want to know the people behind your products and services.

Behind the scenes, content humanizes your company and helps you build rapport with your target audience. Trust doesn’t come easily for businesses, but transparency is a great place to start.

Share a tip

Share tips that your audience might find useful. You may also consider turning it into a weekly post. For instance, “Tip Tuesday” or “Fun Fact Friday”. This way, your audience will have something to look forward to.

User-generated content

User-generated content is any content that has been published by fans. Nine out of ten consumers trust organic, user-generated content more than traditional advertising. That means, they’d rather hear from your clients and customers instead of you.

UGCs work well because they’re authentic. Plus, it puts customers front and center. It encourages engagement and helps you grow your audience.

When sharing user-generated content, always give credit where credit is due. Make sure that you tag the original poster in the post.

Infographics

People love information, but most people lean heavily toward visual content. Infographics are easily read, understood, and remembered. Your audience can easily scan the document and understand the message you’re trying to get across. Not only will they appreciate the new-found knowledge, but they’ll also find your information more credible and compelling.

Your employees

Posting photos of your employees help humanize your brand. It allows them to have a sneak peek of the people behind your products and services.

Go ahead and share photos of people who make your business possible. Without them, you won’t be able to operate.

Customer testimonial

Studies suggest that 74% of consumers read an average of 10 online reviews before they can trust a business. Sharing customer testimonials on social media is one of the best ways to build trust with your audience and add credibility to your brand.

Let your customer’s voices be heard on social media. Create an image with their testimonial or retweet their kind words. Don’t forget to include their name or handle.

Meme

Have you noticed more and more brands are incorporating humor into their social media marketing strategy? It’s because humor sells.

People love humorous content. Infusing humor into your social media content helps show your brand’s personality and get more people to engage with your content. Besides, posting only business-related content is simply boring.

11 Content Ideas to Fill Your Social Media Calendar

11 Content Ideas to Fill Your Social Media Calendar11 Content Ideas to Fill Your Social Media Calendar

 

Identifying Your Target Market and Educating Them

We’ve been talking a little bit about really looking at your overall digital marketing strategy. This is something that we help our clients throughout the year. Because as we start a new year, we always look at, “Okay, what do we need to adjust for this year, what are our goals, what do we want to do?”

We usually have those quarterly goals, and now we’re entering in the second part of 2020 and it’s time to reflect on what’s working, what’s not working, and what we need to do for the remaining part of the year, but then also projecting into the new year.

I know it seems a little crazy to already be thinking about 2021, but things change, and so today we’ll talk about your target market and how to educate them.

What do those posts look like? How does building that relationship works with your target market? So a few things that I want you to do is just take a quick minute to reflect on your social media footprint, so to speak.

So what have your social media struggles been? What goals have you set for your social media strategy or that you want to set moving forward? And what social media platforms are you currently using, and which ones would you like to start using? So think of which ones are you using.

Re-evaluate the platforms you’re using

Think of which ones do you think that your target market is using. If you’re spending a lot of time on Twitter, for instance, and you’re not getting a lot of followers and you’re not getting a lot of engagement. But when you post on to Instagram or Facebook, you’re getting a lot more engagement. That may mean you need to re-evaluate the platforms you’re using.

Just because they’re out there doesn’t mean you need to be on all of them. Sometimes Twitter or Instagram works great for some of our clients, and other times they don’t. So it’s really thinking of where your audience is.

Survey your audience

One good way of doing this is sending out a survey, putting together a survey for your email list. “What platforms do you use the most? What times of day are you on those platforms?”

Really wanting to get that feedback from your audience so you can understand where they’re spending their time as well. And then going more into, “Do you have that target market clearly defined?”

Identify a niche you want to target

Sometimes we ask a business, “What’s your ideal client?” And they’ll say, “Oh, anyone, I work with everyone”.

Well, over the past 12 years of us being in business, we’ve learned that we don’t want to work with everyone. We have a clear niche of people that we want to work with.

If you are a healthcare practitioner, then you have a little bit more of a clear niche if you are an OBGYN, if you’re a family practitioner, if you are an orthopedic surgeon. It’s easier to define that target market because your service is already niched. If you are a realtor or even a massage therapist, a chiropractor, you’ll want to think more about the type of person you want to work with.

Questions to help you define your target audience

  • Do you know who they are?
  • Do you know how to find them and where to find them?
  • Are they using social media?
  • Where and how can you find them?
  • Do their core values align with yours?

And this is something that we’ve talked about in the past that’s really important to us as a company, is defining those core values and making sure that the people you’re working with aligning with that.

Tailor your content for your target audience

Are you engaging with your target market? Are you putting together content that is speaking to them?

If your audience is mostly families with younger kids and you’re putting content up about retirement or AARP, that’s a disconnect of your audience and your content messaging.

If you are a family practitioner, maybe your patients are more 55-plus, and you’re putting out kid activities and healthy kids snacks, you’re missing that connection with your audience.

So really identifying who are your clients or customers now, which ones have you really enjoyed working with and you have that relationship with, and then identifying why. Why do you like working with them? How do you get more clients or customers like them? So that’s really figuring out your target market, and then now that you’ve identified kind of looking at your social media footprint, you’ve looked at your target market.

Set SMART goals

Now let’s set some goals. And so it’s important to think of those smart goals for social media.

Specific. Your goal should be very clear, simple, and defined. Something along the lines of, “We want to grow our Facebook page to reach 3000 likes this year”.

Measurable. So how can you track these goals? Do you have a system in place with your email marketing that you can track how many emails you’ve gotten or how many likes? What are those analytics that are in place for you to be able to measure your results?

Achievable. Going into achievable, so this is kind of like what I said with being specific, make sure you’re setting goals that you can reach it.

If you have 100 likes and you want to get 10 million, that may not happen in a year but setting something simple, “We want to get to 2000. We want to have a thousand  sign-ups from our paid efforts on social media this year.”

If you have 100 likes and you want to get 10 million, that may not happen in a year but setting something simple, “We want to get to 2000. We want to have a thousand  sign-ups from our paid efforts on social media this year.”

Realistic.  So again, if your goal is to reach a million likes on your Facebook page but you only have 146 to start with, that may not be achievable within the next six months or next year. But how can we bring it into, “Okay, I wanna reach 2000 likes, I wanna reach 5000 likes.” And if that’s your number, then put in place that realistic of, “How am I gonna do that? What does it mean for me to reach that goal?”

Time-sensitive. If you say, “Oh, I want a million likes”, well, maybe over the course of 10 years or five years or three years that can happen. But, “This is my goal for the next six months. This is what I want to do, this is how I really wanna build those relationships with my target market to make sure that I am speaking to them.” And that leads me into the next piece, of Educate.

Educate your audience

So now that you identified your target market, you know who they are, you know what their interests are, you know their lifestyle, and they’re already, hopefully, seeing you or doing business with you, and so now it’s really important to educate them.

I love social media brands, whether they are a local business, a big brand, but they tell a story. And they highlight their customers.

The American Diabetes Association and the American Heart Association do an amazing job with their social media campaigns. They are constantly highlighting stories of people that are struggling with diabetes, how they’ve overcome it, how their families overcome it. They’re always putting in place different resources and tools for their audience. And their audience, they have a mix of kids with Type 1 diabetes to adults with Type 2 diabetes, and their marketing is very clear. They’re educating each niche of their target market, they’re speaking to them on their level.

If you are a family practice or a massage therapist or a chiropractor, your clientele may vary in age and interest. So then it’s really figuring out, “What does that content look like? How can you take the time to educate each of them?” And this can be telling stories.

Tell your brand story

This is a great way to see that brand personality behind your business. I want to learn about who you are as a business owner, who your team is, where they come from, what are you guys passionate about.

Sharing stories on a personal level about the business, but then also having your patients share their stories. So when they started to come to see you, maybe they had a really tight cramp in their back and it was really hard for them to sleep. You know, over the course of three months of getting a massage or whatever that time frame is, they were able to feel normal again, and they were back to their old self and being able to play with their kids and go on their morning runs or whatever that story is.

People really resonate with stories. I don’t care what industry you’re in, stories are really important. And they’re educational because people want to say, “They’re like me. They have that issue too, I’m not alone.”

And so the storytelling piece is a very important piece of your marketing, and if you can take it a step further and do some videos around that storytelling if you can have your client or your patient do a video testimonial or story. And then as you do your stories for your side, use those, do videos, interview one of your staff members or your nurses or your doctors. Really have that brand personality there.

Build your network

Make sure that you are building your network. So now that you know your target market, you’re speaking their language. Look at who’s liking your posts and start to educate them and reach out to them. So, people that are liking your post, you can go and invite them to like your page.

In our next vlog, we’re gonna be talking about doing some more, like boosting posts and Facebook ads, and so this is another way you can increase your networks by utilizing boosted posts and ads to reach your target market. So right now you may be going into different Facebook groups or looking on Instagram for certain hashtags.

If you are in a certain city, you want to look for people that are in your area. Start following them. Really work on building that network of your target market on the platforms you’re using. And that is a really important piece because you wanna make sure that once you get your people in that you keep them and you’re staying top of mind with them.

Final thoughts

So those are just a few components of your overall digital marketing strategy. Our next vlogs, as I said, will be around how can you implement email marketing and content upgrades and boosted posts into your digital marketing strategy.

If you need help creating this strategy, if you need help with identifying your target market and really being clear on what your social media strategy should look like, we are here to help you.

Head on over to socialspeaknetwork.com and schedule a free 30-minute consultation. We look forward to working with you. Have a great day.

Identifying Your Target Market and Educating Them

Identifying Your Target Market and Educating ThemIdentifying Your Target Market and Educating Them

Interview with Nick about Chiropratic care in covid

Dr. Nick graduated from Sherman College of Chiropractic in 2004 where he earned the honors of Magna Cum Laude and the Rising Star award given to a recent Sherman College graduate who has demonstrated exceptional achievements and service in the community. Dr. Nick’s focus on education came from growing up in a household with two amazing teachers as his parents. He has lectured both internationally and locally on a wide variety of health and life topics. Dr. Nick first learned about the importance of a healthy functioning body during an internship in a pediatric oncology unit in Madrid, Spain. From that point on, it was his mission to learn as much as possible to be able to help as many people as possible.

When Dr. Nick is away from the office, you will find him spending time with Dr. Rachel and their “magic man” of a son, Noah. He also enjoys spending time with friends, gardening, running, practicing American Sign Language, spending time in nature, reading, and playing basketball.

5 Reasons You Need a Social Media Content Calendar

Social media has become an integral part of many businesses’ marketing strategy. It helps you connect with your audience, increase awareness about your brand, and generate more business.

With so many social media platforms to manage and publish in, it’s important to have a plan and stay organized for what and when you’re going to share on each platform. Having a social media content calendar will make things a lot easier.

What is a social media content calendar?

A social media calendar is a document that is used to plan out and organize future content. It allows you to visualize how your marketing looks like in the coming weeks or months and tweak any scheduled posts as necessary.

Content calendars can come in several forms. It can be a spreadsheet, hand-written calendar or a software. The purpose of a social media calendar is to provide a framework for scheduling out when and which content will be published across different social media channels.

A content calendar do wonders for your business. Here are 5 reasons why you need a social media content calendar.

Save time

You need to post regularly for your business to benefit from social media. But we all know that managing multiple social media accounts can be challenging, not to mention time consuming.

The purpose of using a content calendar is to help you plan out content ahead of time and schedule posts across multiple channels at once. With an effective calendar, you can schedule content weeks or months ahead of time. You no longer have to worry about falling behind if you become too busy or if something comes up.

A content calendar will not only help alleviate some of the day-to-day stressors, but it can also help you reach your long-term business goals. Freeing up more time, you can now focus on more important aspects of the business.

Never forget important dates

Holidays and other important events offer excellent opportunities to create engaging content. With a hectic schedule, it can be easy for important dates to slip your mind. Missing important dates can represent a lost opportunity.

An organized calendar helps reduce the chaos of scrambling to post it on time. Taking note of future events, you’ll have enough time to create the best possible content for the occasion instead of just churning out content at the last minute.

Having a content calendar alleviates the fear of forgetting important dates. Plus, it ensures that your content is being published when your audience is active.

Plan and organize your social media marketing strategy

Providing your audience with relevant, informative, and entertaining content is the key to keep your audience engaged.

When posting on social media, you want it to be a mix of industry news, inspiring content, content from others, and your own content. Using a content calendar allows you to visualize your content strategy over time. You’ll have plenty of time to fill it with relevant topics that resonate with your audience.

Without effective planning, you may run the risk of posting a topic that you have already discussed a few weeks ago. A social media content calendar will help you keep things in check, so you can avoid such blunders.

Brainstorm ideas

Instead of making last-minute decisions about what types of content to publish, you’ll have the advantage of getting feedback from your team members.

Every piece of content start with ideas, and you’ll need a lot of them to fill your calendar. When you plan out your social media content in advance, teams from different departments  can contribute ideas, make edits, and plan future content.

They can use their knowledge to fill the space with relevant content that is valuable to your audience. Hence, you can be sure that you’re putting out the best and most relevant content.

Turn chaos into harmony

Collaboration with team members often lead to fresh ideas and greater return on investment. However, it can also be tricky to pull off efficiently. It can be further complicated by remote work.

A social media content calendar is a great way to collaborate. It can serve as a communication tool for the whole team. This is where topics, ideas, contents, and dates are placed. It helps keep every member of the team on the same page and stay on track of publishing.

Having a central place for different teams across your organization to manage social media content allows for a much smoother implantation of your social media marketing agenda.

5 Reasons You Need a Social Media Content Calendar

 

5 Reasons You Need a Social Media Content Calendar 

5 Reasons You Need a Social Media Content Calendar

Pinterest and Tailwind Blog

Pinterest is one of those tools to build that website traffic, and a lot of people think of it as maybe not a tool that’s right for their business. Often, they think it’s just for recipes or interior design, which yes, it is used for that, but think of Pinterest as a visual search engine.

If your target audience is mostly women 35 to 65, Pinterest’s demographics are your target market! It’s time to see how you can use Pinterest to grow your business!

Pinterest for business

Pinterest is a great tool to use to get people to your website. And you think about when they go to Google what are they typing in? Especially moms, they’re going to Pinterest and they’re searching for different things.

I want to show you what a Pinterest business account looks like, and a tool that we use to manage our Pinterest. It’s really important to have that consistency and that strategy behind, “What are you pinning?” And so, this is where that digital marketing strategy that we’re always talking about comes into play.

Looking at what blogs are you writing. If you’re writing one blog per week or maybe two blogs per month, and they are the longer cornerstone blogs, each blog can have four to six images for that one blog, and you can pin those to Pinterest with links back to your website.

Difference between a personal and business account

Let me just dive in and show you a little bit about Pinterest. If you go sign up and create a Pinterest account, it will ask you if you’re business or personal.

Here we have our Social Speak Pinterest account, and this is the business account. I wanted to show you our profile.

Get access to the analytics dashboard

How you know that it’s a business account is because it will have analytics here. We have a little over 170,000 monthly viewers, which is pretty good for us. We really have worked hard on building our Pinterest account probably about the last year and a half.

We didn’t really take it too seriously before and now we’re seeing that traffic to the website really increase from what we’re putting on Pinterest. That’s a really good thing.

Set up an account with your business name

With a business account, you can set up your account with your business name. Here, we also have our logo. You can change your header images to a different static image. I always have the latest pins for our Social Speak board.

You could have in here a link to your website, a little bit about who you are and what you guys do, and then the most important thing is your boards.

Getting Started: Pinterest Basics

Create a board

You want to think of your boards as those keyword phrases. When you’re putting together your boards, it’s important to look at what are those key topics that you want to be talking about? So, you can have as many boards as you want. I always recommend starting with between five and seven, because you don’t want to be so overwhelmed. But as you continue to grow you’ll always be adding a new board, and so that’s okay, too.

We have different boards for different things, and these can be very specific. Obviously, content marketing strategy is our number one board with almost 800 pins. That and the health care digital marketing tips, those are our two main focuses.

It’s important to make sure that when you are creating a board that you are filling out the description. You want to make sure that you have the title of the board, the description of the board – fill out those blanks that Pinterest provides you. If people search for content marketing tips, then you are more likely to be able to show up here.  That’s how that works.

Find and pin content

Now what I like to do is I like to follow certain brands and companies. For example, I really like CoSchedule. They put out some great content. We also utilize Sprout Social. They put out great content.

You can go-to activity and see what pins they have, the latest pins they’ve had. And then, you can either save them to the board that you want, or you can go into Tailwind, which I will get to in just a second.

I like to make sure that you know which brands you want to follow so you can re-pin from them. I love the image, and I think the content’s great. I’ll just click onto that image and look at the website, make sure that it’s something that I want our audience to click through to.

Track your performance to see what works

The most important thing is going to your Analytics. And again, this is just something to look at on a monthly basis. I always go to the overview, and then I look at the impressions, the total audience, the engagement. Any time this number is up, that’s a good thing.

In the past 30 days, we’ve had over 200,000 impressions which is up 36% from last month. We had 178,000 total audience engagement.

The number of engagements on your pins includes saves, close-ups. People that had either clicked onto one of the pins we put up, re-pinned them or liked them. And then your engaged audience is the number of people who had engaged with your pin directly. Meaning that they had liked it, or they had re-pinned it.

You can go down here and look at your top boards, and then you can also look at your top pins. So, we’re seeing that people looking for YouTube sizes  and “Seven easiest ways to create Instagram content.” These are our top two pins that we had re-pinned, and people are finding them on our account and re-pinning them.

It’s good to really look at what content is working, so then you can make sure that you are utilizing that data to put more of that content out.

Why you should use Tailwind for Pinterest

Pinterest Automation

Pinterest can be sometimes a little bit of a time consumer. What we’ve used is this app called Tailwind.

Tailwind actually connects to your Pinterest and your Instagram. This is a paid program. It’s only $14.99 a month, I highly recommend it because this allows you to schedule pins out.

What this allows me to do is schedule all of my Pinterest posts for the month if I want to. I’ll just click on a pin, then hit Add to Queue, and it’s going to automatically put it into my queue where it feels it needs to go.

Post inspector

What’s really cool about this, when you are on Pinterest and you click just onto the Home button, it doesn’t tell you how many times this pin had been re-pinned, but on Tailwind it does. So this has been re-pinned 115 times. And again, sometimes things will come up that are not aligned with your business, and that’s okay. You just scroll past them, but you can look to see which ones are getting more pins.

For example, I click on Instagram Strategy. Tailwind shows that this was re-pinned 341 times, and it’ll tell you that it’s 299 times on Pinterest and 42 times on Facebook.

Smart Schedule

With Tailwind, it organizes your posts based on when your audience is on Pinterest, and when you are getting the most engagement. That’s the one thing I love about Tailwind is it’s easy to be able to find that content. You can see the source right here. You can pick as many boards as you want, and then if you don’t like the content, if you don’t like those posts, you would just click More Suggestions, and more suggestions will come up.

Tailwind just helps keep everything organized. And that’s what I really like because it saves you time and it gives you the post that you’re looking for, it gives you the data on what the popularity is, and it also just helps with the Auto-Schedule.

Smart Loop

The other thing you can do with Tailwind is what’s called a smart loop. Now, this is great for your blog posts that are your cornerstone blogs, meaning those are 2000 plus blogs.

We’ve already used our 250 smart loops and what that means is it will pull all of these blogs that we’ve done from a year, two years, three years ago, and it’s going to keep populating them. So it will automatically schedule those out into our plan, and because I’ve said I want these blogs to be scheduled to these certain boards, it will do that.

Schedule Instagram videos

I highly recommend utilizing Pinterest and Tailwind together, you can get the most benefit out of your Pinterest account. You could also publish videos on here as well, that’s a great tool because videos are awesome on Pinterest, and it’s just a great way to really monitor what’s working.

Analytics

On your Google Analytics, you would be able to tell how many people have come to your website from Pinterest. That’s a great way to monitor those analytics.

Is your social media marketing strategy sorted out?

If you need help with creating this strategy for your Pinterest account and utilizing Tailwind and just elevating your digital marketing strategy as a whole, we do offer a free 30-minute consultation. That allows us to get to know what your goals are, what are you struggling with, and what are you wanting to accomplish with your digital marketing. And then we can put up a plan together moving forward from there.

We also just launched our online VIP community, and that’s a monthly membership that allows you to see different handouts, tutorials, trainings on all different things in digital marketing. It’s a great starting point if you are wanting to do things on your own. If you really need help with that next step with your digital marketing strategy, go to socialspeaknetwork.com and click on the “Contact Us” button for a free 30-minute consultation. If you have any questions, please let us know.

Pinterest and Tailwind Blog

 

running a yoga business in covid19

Introducing Buffalo + Sparrow Yoga Collective with Cole and Rachel.

We founded Buffalo and Sparrow Yoga Collective in 2017 when we realized we both share a passion to make yoga more accessible to people affected by trauma (which we believe is everyone). Yoga, when taught through the lens of trauma sensitivity, can be an important part of a treatment program for individuals with PTSR (Post Traumatic Stress Response) and all individuals benefit from connecting deeply to themselves. Through this perspective. we hope to create yoga environments where individuals feel safe and supported as they witness their trauma symptoms and learn tools within yoga to self-regulate when those symptoms present. Our dream is for everyone experiencing trauma symptoms to have the ability to live life as their whole self… free from trauma symptoms. We believe that yoga, when taught with intentionality around trauma, can support in this journey.

We deeply strive to stay culturally aware, up-to-date on the most current trauma research and yoga findings as well as being as inclusive, aware, informed and sensitive as possible. Our offerings are for everyone! Every background, experience, culture, identity, gender and being is welcome!

We also understand many folks might feel more comfortable in their healing process when learning and sharing space with those in their own affinity groups. If this is the case for you, please head over to our collaborators tab to learn more about where to to go in order to support yourself in the safest way.

Social Media Overview and Scheduling Tools

 

Today, I want to talk about looking at your social media strategy in the big picture. A lot of the questions that we get a lot are, “How do I schedule my social media post? Where do I schedule my social media post? And how do I really just organize my social media post?” And so we’ve done a few videos on this with creating that content calendar and making sure that your posts are organized. And I just wanted to walk you through how we do it on our side, and then also show you a couple of the scheduling tools that we utilize for ourselves and our clients.

Content calendar template

So one thing that we’ve done is a content calendar template. The biggest thing with social media is making sure you are consistent and you have a plan. Most of the time, we get so caught up in work that we forget about what we want to talk about on social media, and whether you’re doing your social media internally, or you have a team like us that’s managing your social media. It’s important to make sure that everyone is on the same page.

Contents ideas for your social media posts:

  • Blog post – You can share your most recent blog  post.
  • Share a tip from weekly blog post with a link back to the blog or website – You can pull information from a past blog
  • Visual image with logo on it – It can be  a motivational quote or tip of the day. You can create that in Canva.
  • Article or blog from outside source – Share articles from other like-minded sources. You want to remember that 80/20 rule
  • Product from website linking back to the page – If you have products or different services that are on the website, you can link back to those.

Switch up the content

What I like to do is the information, the post that go on to Facebook and LinkedIn, I think it’s okay if it’s the same content. I would swap the days, and then I would change around the content for Instagram. So maybe what you used on a Tuesday for a Facebook and LinkedIn post, you can reword it, add some bullet points, add in some hashtags and use it for Instagram maybe the following week. So you want to keep that content going, you can utilize it on other platforms.

I do not recommend putting the same post out at the same day, same time to all networks. It doesn’t give any value. We found that most people that follow you on Facebook are also following you on Instagram. So if you’re posting the same thing the same day, there’s no value there. So you want to be able to switch up that content. And having some type of a monthly overview, we found that to have really helped us and our clients kind of know what topics are coming next. So this is kind of that monthly overview.

Content resources

Now it’s time to write the content. So on the social media calendar, you’ll have different topics that you want to talk about.

You’ll have content resources – different websites for that curated content, the like-minded websites that you’re looking for, maybe it’s newsletters that you’re a part of  – put them in here. This is supposed to be an easy place that you can just go and pull an article from the source you’ve already approved, your team has access to it.

Google sheet

You’ll notice this is all done in a Google Sheet. The reason we use a Google Sheet is because this is a platform that everyone has access to. So I can share this Google calendar with my team. And so the person that’s writing the social media posts, the person that needs to approve them, they know what’s going out.

It keeps everyone together on one platform rather than having to log into something or download, if someone has a Mac and someone has a PC, from Excel to whatever, it’s just too complicated. I like things simple and very clear. So we use Google Sheets for that.

Here, we have the content resources, we have blog topics, so this can be where we organize our blogs for the month so we know what’s going out.

Creating a content calendar

Google sheet

There are two things you can do here. Now that we know what we’re talking about for the month, we need to have a place of where we can write those social media topics.

One thing that we have done is you can, say here like the date, platform, content, image. Now the other thing that we’ve done is instead of doing this, we may say the date and then we’ll say Instagram copy, Facebook copy, LinkedIn copy, and then we’ll either say image, and then on here we’ll put hashtags as well. You can also place the key code, and then you can pull from the content calendar.

So you can change up, you can create this however it works best for you. We’ve seen a lot of different techniques on creating where you’re gonna write your social media post.

It can be blog title and first paragrah. Now obviously, you are going to put that content in here. You’re gonna have the link in here, and then the image, you can actually go to Insert, and then go to Image, and upload the image directly into this sheet.

So this is one way to keep it all in one place to be able to see, “Okay, this is going onto Instagram, this is going out onto Facebook and LinkedIn. Here’s the images that needs to go out to there, the hashtags.”

So for writing, I always like to write posts a week or two weeks or three weeks in advance. So we have our date here, so we would say Monday, then we can have Tuesday, and then through Friday, and have the copy on one sheet.

Google doc

The other way that we have seen it done is through a Google Doc. And this can be the same thing. This can be a week – May 4th to 8th. You can do a Monday, Tuesday, Wednesday, Thursday, Friday. And if you post on Saturday and Sunday, great.

You can insert your copy here and your images as well. Now, one thing that I would do is make sure that you are utilizing your images, you’re creating your images in the social media template in Canva, so they show up nicely on all platforms.

So you know that Monday, May 4th for Facebook and LinkedIn, this is the copy that’s gonna go out to those two platforms. So it’s really figuring out what works best for you.

Social Media Scheduling Tools

Now let’s get into the scheduling tools. Some people like to just go directly into those scheduling tools. They have the overview of the content calendar and they say, “Okay, this is what my month will look like,” and then they go right into the scheduling tools and write their content directly in there. And that’s totally fine too. It’s just figuring out that process that works best for you.

Sprout Social

Sprout Social is a paid service. The one thing I really like about them is I love that they do monthly reports. So that gives you your activity for whatever platform you have that you’re utilizing on here. It gives you an overview of exactly what posts you have going out.

When you come over here to publishing, it will pop up what posts you have already scheduled for the month, the week, so it’s very clear, and then you can see each platform right here. If you go to compose, you can upload up to four pictures through Sprout Social, which is good because you like to have multiple photos on the different networks. Here, you can drop down and you can click the platforms that you want it to go to.

One really cool thing about this as well is it has this option for Instagram, the Instagram first comment. So a lot of people will have their Instagram content, and then that first comment is where they put in their 30 hashtags. So that’s a really cool feature that Sprout Social has, and then it will preview what your post will look like. Again, if you have Twitter on here, you want make sure you do Twitter separately because of that 280-character count. Now, with Facebook, LinkedIn, and Instagram, it will show 1,300. So it gives you that option, if you take off LinkedIn, Facebook and Instagram 2,200. So it gives you that option. So you can go right directly into here, write your post, and then you can go to choose a date, time, and schedule it. So that’s one way of being able to just utilize a dashboard like this and be able to have all your posts in one area.

So I really like Sprout Social because of how user-friendly it is, and you’re able to see what you have scheduled. And some days you’re gonna have posts for certain networks that you just wanna go out and not for the other networks, and that’s totally okay. So just, again, figuring out that strategy for you. You can do drafts in here. With Sprout Social, it does automatically post to Instagram, which is another bonus. So it will actually post whatever post is here to your Instagram account.

Hootsuite

The second tool I want to show you is called Hootsuite. Hootsuite has a free version and a paid version. And I believe it’s still free for one or two social media platforms.

Hootsuite also schedules and posts directly to Instagram, which is great, because Instagram I feel is the social media platform that is the most manual because they didn’t have a scheduling tool before. So in here, you’ll have streams, which I really like how these streams.

Besides the reporting of Sprout Social, I love Hootsuite as a overview piece, because I can see what posts have gone out, what mentions people have mentioned us in, what activity, if people have posted to our page or what we’ve put up, what messages we have. And then we can also put on here our scheduled, unpublished, so you can go in here and again, write drafts and be able to see, organize everything in here, and it would show up like this for your scheduled ones.

So I really like Hootsuite because I do think it’s very simple to use. Again, you would go to New Post and you would type in your content, you can upload your image, videos. You’ll just click here to select the platform you want it to go to, the media you want, your text. And I really like this feature. So this is Hootsuite. Again, very simple, very user-friendly.

Buffer

The third one is called Buffer. I think they do have a free plan. It’s still very similar to the other two scheduling tools. It will tell you what you have going out. It can give you some analytics.

Now, with Buffer, it does not automatically post to Instagram. It will give you a notification on your mobile device that you have a post, and then you would need to go into your Instagram and push that post out.

So Buffer is a great tool, there’s a lot you can do with it. Like I said, it does give you some analytics. And we’ll look at the Instagram stories, strategy recommendations, and obviously that is for the paid package, but it does provide a lot of details.

When it comes to a publishing tool, it’s really a personal preference of which one aesthetically you like, which one will be the best for you and your team. And if you choose not to use a Google Doc or a Google Sheet to organize your posts and you choose to use just a platform like Hootsuite or Sprout Social, you want make sure, again, if it’s not just you doing your social media post, you want to make sure that it’s user-friendly for you and your team.

Bonus tool: Grammarly

One thing that I’ve also installed is a plugin called Grammarly.

Grammarly works on:

  • Google docs
  • Hootsuite
  • Buffer
  • Sprout Social

I like it because it  adds that extra layer of making sure that your posts are grammatically correct going out, which is important.  If you put in a misspelling, it usually highlights the spelling mistake.  I will go like, this doesn’t make sense, and then you can click on it, and then it will either to give you a word, “Hey, what did you mean to say here?”

Mistakes happen. It’s not a life or death thing. And I also think that with social media, having that strategy is really good because it will allow you to stop and think about what your plan is and paying attention to those details and making sure when you’re creating the images in Canva.

Final thoughts

We go back to that brand consistency that we’ve talked about. So this is just giving you the overview of your social media strategy, looking at thinking of a month at a time with your social media posts, how many times per week do you want to post, and then what’s the action you’re going to take to create those posts, and then be able to schedule them out?

There’s tons of other tools out there. These are just three scheduling tools that we have used and we enjoy using. And there’s a lot of different content strategies out there, but again, it’s finding the one that works best for you.

So if you need help creating that strategy and putting together that content calendar and getting one of these scheduling tools set up, we are here to help you.

Social Media Overview and Scheduling Tools

Social Media Overview and Scheduling ToolsSocial Media Overview and Scheduling Tools