How to Dominate Every Social Media Channel in 20 Minutes a Week with Video (Even If You Hate Making Videos!)

Everywhere you turn, you’ll find people talking about how to create a social media marketing strategy. However, even many fairly experienced social media marketing managers — much less mere mortals — are doing it all wrong.

Randomly creating and publishing social content (that may or may not be of interest to your target market) is a waste of time and money. You need a plan to create content that makes people want to buy from you. And a robust marketing funnel behind your social media strategic plan.

Only then will you be able to turn visitors into customers or clients.

I’m not going to insult you by telling you to think about who your ideal customer or client is. I’ll assume you have that nailed. Ditto that you know their problems, pain points, passions, needs and wants inside out.

What I’m going to share with you is how to create a simple, repeatable social media marketing strategy. One that can be 95% outsourced. So you only need to do the bits that only you can do.

It’s done by creating short, relevant video content. And you should consider this even if you’re deathly afraid of getting in front of a camera. Why?

Because video is the most efficient medium there is. It can quickly be turned into video clips, images, audio, text — basically content for any social platform out there. And once you make your first “terrible” video and follow the steps I’m about to share, you’ll immediately see why video will become your go-to medium.

I’m going to show you how to get in front of thousands of tightly targeted prospects for as little as £10 or $10 a day. More importantly, I’m going to show you how to turn cold visitors into friends, customers or clients and raving fans…

Step 1: Create Your Social Media Content
Using Your Easiest, Favorite Method

We’ve all got our favorite methods of creating content. Mine used to be blogging (writing) until I discovered video. Now I find simply talking to the camera is my easiest, fastest way of creating valuable content for my ideal future clients.

After I create my video, I upload it to YouTube (as an unlisted video initially) and then send the URL to Rev.com to get the closed captions created. (Rev.com uploads the captions straight back onto my YouTube video, as I’ve connected my two accounts.)

Step 2: Transform That Initial Video Content
Into at Least Two Other Content Formats

Once you’ve created your video, you can strip out and save the audio as an MP3 file. This can be the start of your new podcast, by uploading it to Audioboom for example.

Rev.com also gives you a transcript you can use on your blog or as teaser content on another social platform.

You can also submit your transcript to a freelancer on Upwork and get that content turned into images or slide decks. You can use the images on social or upload the slides to SlideShare.net.

(A “Plan B” for Those Still Too Terrified
to Get in Front of a Camera)

If you’re desperate to avoid putting your face on camera, try this…

Write your content up as a blog post. Then have that turned into slides like I described above.

Hire an out-of-work actor or a voiceover artist on Fiverr.com to read your slides out loud. (Or do it yourself!)

Then use a video editing tool like iMovie or Windows Movie Maker (or hire someone on Upwork) to import the slides and audio to create a video. Voila!

Then you can follow the rest of the steps below.

Step 3: Upload Each Piece “Natively”
to Each Social Media Platform

Uploading “natively” means you upload each video to each social media platform individually.

Take a screenshot of the first frame of your video. This will be your “thumbnail” image. (You can create one on Canva.com if you prefer.)

Start with your own blog. Embed the YouTube video into a new post. Use a keyword/keyphrase-rich title. Then use the same keyphrase in the blog post tags, subheadings and the first and last paragraphs of your content.

You will also want to pick a featured image (you can use your thumbnail). Make sure the ALT tag for that image contains the key phrase, too.

Now you can upload each video to your Facebook page, your Twitter account, your YouTube channel, your LinkedIn account and anywhere else that’s appropriate.

Be sure to upload your captions (.SRT file). Browsers today will only autoplay a video on mute. Captions will give your audience a sense of what your video is about without the sound. (If you need to rename the .SRT file, just Google search the correct format for the name.)

Upload the text (transcript) of your video with the video. (All platforms allow this now). Add a strong call to action to visit your site and download something useful and free, ideally in return for a name and email.

Make sure that you have embedded the pixel code from Facebook, Google Ads and Twitter on your website. This lets you create an audience from everyone who visits your website. (You can even narrow it down to creating an audience of just the visitors to one specific page.)

Ensure you state clearly in your privacy policy that you use remarketing pixels.

Step 4: Create Custom Audiences From
Your Existing Visitors and Fans

Once you’ve added the remarketing (retargeting) pixels to your website, you can create custom audiences in the advertising areas of each of those platforms. Create audiences with 30-day, 180-day or 365-day engagement windows — whichever each platform allows.

Also create audiences who interact with your Facebook page and your Instagram account and who watch any of your videos through to 50%.

These will be known as your “engage audience.” You’ll not only advertise offers to them, but you will spin off a much bigger “lookalike” audience (see Step 5) to show your “icebreaker” videos to.

Step 5. Amplify Those Audiences
With “Lookalike” Audiences

After a week or so, go back and create “lookalike” audiences from the people who visit your site. (You can even use one specific page if it gets you a lot of traffic.) You can create lookalikes in Facebook, Twitter and Google Ads. (I’m sure they’ll be coming to LinkedIn soon.)

Don’t forget to create “lookalike” audiences from people who interact with your page and your Instagram account and anyone who’s watched your videos through to 50% or more.

These “lookalike” audiences can be as big as 500,000 people. You’ll want to narrow them down with some demographic/geographic qualifiers or even specific interests.

Step 6: Show Your First “Free” Offer
to Those Bigger Targeted Audiences

Time for Level 2 of your social media marketing campaign.

Create a video ad on each platform, offering something of value to your target audience. It might be a white paper report, an e-book or an email course. You are only limited by your imagination here.

Show that ad to the people who have watched at least 25% of one of your videos, engaged with you on Facebook Messenger or your Facebook page or, indeed, visited your website

Your goal is to drive traffic to the page where your offer is and either create an email subscriber or “cookie” the people who visit the page to claim your free gift so that you can remarket to them again.

Exclude your existing customers and the people who have already subscribed to your mailing list.

Step 7: Make a Second “Paid” Offer to the Audiences
Who Engage With Your Content

Now is the time for Level 3 of your strategy.

You are going to make a low-cost, paid offer to the people who have opted in to your mailing list.

You can also market directly to those people on social media. Optimize these ads for “reach” and make sure you don’t show the ads too often. I rotate mine weekly. You don’t want people getting sick of you and clicking to close or, worse, reporting your ads.

Always be respectful to your audiences and put yourself in their shoes. Never do anything you wouldn’t enjoy seeing yourself.

How to Get It All Done in Under 20 Minutes a Week

You don’t need a social media manager to create a super-effective social media marketing strategy.

By following my simple seven steps, you can create a simple, repeatable and scalable plan.

And once you have the system set up and running, you can outsource 95% of the work to a competent virtual assistant, leaving you free to work on the parts of your business that only you can do.

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Nicola Cairncross is a digital entrepreneur, speaker, mentor and five-times business author frequently recognized in the quality UK press. She hosts three podcasts including “Own It!” for entrepreneurs & small business owners, her own “Clicks & Leads” and “Write Club The Podcast” for writers and readers everywhere. Living between Shoreham-By-Sea, on the South Coast of England and her beloved Stoupa in Greece, Nicola virtually mentors entrepreneurs and business owners via her Clicks & Leads Academy, focusing on building a powerful personal brand online, to attract your ideal customer who comes to you, ready to buy. For more about Nicola, check out NicolaCairncross.com.

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