The Social Media Playbook
Someone in my Inner Circle asked me a great question. “How do I plan out and schedule my Facebook posts?” Which led me to ask “Are you tracking your buyer persona language and what they need, want or are without? Do you have your outcomes and benefits mapped?” She needs a Social Media Playbook.
What is it?
The Social Media Playbook is just a Google sheet, but it will help you accomplish content creation quickly and easily, I promise.
You can grab your copy here: https://docs.google.com/spreadsheets/d/1bI26P4IU_7feqIplNFC8FIg-lvBl_VA_sOYC0RQLay8/copy
In the topics column, I create a list of my content pillars. The video below will show you how to edit to fit your needs. The rest of the columns are filled in using the data I collected while researching my ideal buyer persona.
I start first with my objective or goal for my post: do I want to sell a program? Build awareness? Do I want them to watch a video or click through to my blog? I list that in my objective column so that I can track my strategy.
Always start with your goal in mind.
Under creative, I always make note of whether or not it was an image or a video, so I can keep track of the formats I’m using.
For the headline I follow the super easy headline hack strategy and come up with something that will stop their scroll:
5 𝘍𝘢𝘤𝘦𝘣𝘰𝘰𝘬 𝘏𝘦𝘢𝘥𝘭𝘪𝘯𝘦 𝘏𝘢𝘤𝘬𝘴: http://lynne-miller.com/facebook/5-facebook-headline-hacks/
The other columns are filled using my 7 Ingredient strategy:
7 𝘐𝘯𝘨𝘳𝘦𝘥𝘪𝘦𝘯𝘵𝘴 𝘵𝘰 𝘌𝘧𝘧𝘰𝘳𝘵𝘭𝘦𝘴𝘴 𝘚𝘰𝘤𝘪𝘢𝘭 𝘔𝘦𝘥𝘪𝘢 𝘗𝘰𝘴𝘵𝘴: http://lynne-miller.com/…/7-ingredients-to-effortless-soci…/
When I sit down to research my ideal buyers, I use 2 sheets to help me track their pain, the questions they ask and what kind of language they are using. On the first sheet, I create 3 columns and fill in my ideal buyers needs, wants and with outs.
For example: they need to build their business by building their audience — they want a way to grow their page likes without paid traffic using social media — they are with out a map or strategy to follow to accomplish building their business with social media.
On the second sheet, I create 2 columns and write down the benefits and outcomes of my solution or product that will ease those pain points.
I use these sheets to fill in the areas of my playbook, so they are right in front of me.
Once I have my amazing image or video (creative), my attention grabbing headline and my ingredients, I make sure that my call to action (CTA) is super clear and then I use the last cell to write my post copy. I look at what my buyer persona wants, what they need, what they are without and think about how my solution benefits them and what the outcome can do for them. Easy way to put post text together, especially since all of the data is right there.
You’ll find that once your sheet is filled with all the information needed to write your post, duplicating them and editing helps you get your planning done in record time.
Below is a little walk through on how I use this sheet: