Chapter 2: Set Up & Procedures for Your Content

THE TAG
PLAYBOOK
A GUIDE TO SUCCESSFUL SMALL BUSINESS MARKETING

SETUP&PROCEDURES
CHAPTER2
L E T ' S
G E T
Y O U R
C O N T E N T
R O C K I N G

Setting Up Your
Facebook
Company Page
Everything The Small Business Content Marketer Needs To Know
steps & recommendations

STEPS
1 On the Home Page of your Facebook, in the top right corner of the page you should see a downward-pointing arrow,
which is a dropdown menu. Click on it, then go to “Create Page” and click.
On this page, click the “Get Started Button” under “Business or Brand” or “Community or Public Figure”.
It will ask you to name your page, and give a category of the business or brand.
- Type a word or two to best describe your Page, then choose A suggested category

- Type in your company address (optional), city, state, zip code (optional) and phone number (optional, but highly
recommended)

- Click the “Continue” button and proceed to the empty layout of your new Facebook Company Page
2
From here you can add your profile and cover photos, relevant company media to your photo and video albums, and
explore the side bar tabs (left, under profile photo).
- The Home page will also prompt you in the middle “newsfeed” section of your company page to add a short
description, which will go in your “About” Section --> *Reference Chapter 4: Who You Are

- Additionally, you can create a “Username” for your company page, that appears in custom URLs that help people
find, remember and message your page
3

STEPS
4 On the sidebar (left, under profile photo) underneath the Home tab are the “Services”, “Reviews”, “Shop”, “Offers”,
“Photos”, “Videos”, “Posts”, “Events”, “About”, “Community” and “Promote” tabs.
- Explore each one of these tabs and fill in and organize your information as needed
- For instance, the “Shop” tab is a great substitute or added cross-promotional online shop for products, promotions
and services offered by your company
- Transversely, you can promote a service or products under the “Services” tab or talk about services and products
under the “Promote” tab
- You can also make offers, connect to and highlight groups in your community and industry, and manage and filter
your postings by subject, date, and other filters
You’ve got all your best brand and product/services pictures loaded up, and all your contact and description information
are looking great! Now it’s time to fill that newsfeed.
- Start a conversation with followers. You’re starting a connection with your audience and community, so say hi.

a. Tell them who you are, when you’re launching and why you’re excited.
b. Introduce your team, products and services.
c. Share some favorite content from your company and partners
d. Do you have any previous press online you can highlight through link sharing?
e. How about some nice screen shots from your website if you don’t have any live photos or video yet?
f. Go back to Chapter 1: Facts, Stats and Tips and re-read Content Tips
5
Consistently update and post on your Facebook Company Page.
Make sure information, branding and media are up-to-date. *Reference: Chapter 3: Tools
6

MARKETING ON FACEBOOK
The point of Facebook’s marketing
approach for businesses is to share linked
content to and from other social media and
make community announcements. It is
essentially the mixture of content feeds
from your other company pages and other
profiles as well. It is also the contact point
for your company’s business information,
services, promotions, and links to products
and websites.
Facebook for business is a place to
engage customers and followers in
conversations about topics. This can be
accomplished by asking questions,
informing followers about new things,
giving them a call-to-action, or even just
posting high-quality content in the form of
shared media.
You should avoid treating your
newsfeed and postings as a bulletin board
for billboards. If you consistently and only
promote yourself or your products without
providing engaging and valuable content to
your followers, you will be treated as
“SPAM” and consequently receive the
dreaded "unfollow".
Facebook is a fantastic platform for video content and Auto-posting
content. Facebook Live has been a big tool for companies who want
live engagements, feedback and authenticity in their content.
Facebook Live streams are available to broadcast events, private
tutorials, announcements, give-aways and contests, and more.
Additionally, their auto-posting feature allows you to schedule
content postings in advance, even by time zone.
*Reference: Chapter 3: Tools, for content scheduling and postings
frequencies, and find out how to save you and your organization
a ton of time.

ADVERTISING ON FACEBOOK
Marketing with a budget on Facebook is not difficult. The key is to understand what your ad spend will be worth to make the most
impact with your advertising campaigns. Your Ad Manager is a tool that allows you to run reports, tests and analytics on your ads.
You can create and manage ads, in addition to scheduling for specific campaign or promotional deadlines. Facebook Business
offers a very approachable set of simple instructions to get your ads up, running, and analyzed.
Here are a couple of online resources to get you started:
Aside from being able to check direct page messages and notifications
on your Dashboard, Facebook’s “Page Insights” CRM is a great tool to
look at the engagement and reach for your non-paid, and ad-budgeted
posts. This allows you and your team to make informed decisions
about what content resonates best on your company page. These
results will help you build your audience and get more people
interacting with your business through your Facebook Page. You can
study parameters of your audience’s demographics, breakdown of your
posts’ performances over time, filter by clickable actions, and the
number of page views. Click here for more information on Insights.
FACEBOOK ADS MANAGER FACEBOOK ADS BASICS

How to use your CRM dashboard
Your Dashboard for management of your company page is located under the “Insights” tab, just three over to the right from your
“Page” tab, on the top of your company page. Under the “Insights” tab Facebook Business offers you many different looks on how
your content is performing. You can change the length of time it is measuring under your Page Summary. You can set it to view posts
from last week, last month, or even just yesterday. Once your time bracket is set, you can view the number of actions on your page,
number of views, page previews, recommendations, page likes, reach, post engagements, videos, and number of followers.
These categories can also be separated by “organic” posts versus “paid” posts to
compare whether or not your ad budget is worth the return on investment. At the very
bottom of your “Insights” page, you should also be able to view your most recent
company page posts in order, filtered by data from reach, posts clicks, and
interactions (reactions, comments, shares). There are a couple of other really nice
tools in the “Insights” feature in Facebook Business’s CRM. You can opt to “boost”
your higher-performing posts, which launches you directly to the Facebook Ad
Campaign Manager and get more impact immediately. You can also save a hard copy
of all your performance data by clicking the “Export Data” button at the top right.

Promotions
The final click on your top Dashboard categories is the “Promotions” tab. From here you can select a specific
ad account you have set up through your company page, and look at your promotions summary for your ad
account. The tab allows you to view the amount of people reached during your ad, measure post engagements,
and view link clicks in order to determine how engaged people are with your promotions. These units of
measurement will allow you to calculate your ad spend versus your return on engagement, or the amount of
engagement you’re getting out of each dollar you spend on ads. In “Promotions” you can also boost your posts
by adding a wider audience, bigger budget or different physical area.
Place Your
Ad Here!

Analytics
You can also view analytics for large or short
periods of time, from organic or paid posts, in order
to measure other facets of your customer or
engager base.
Through the Analytics feature your company can
measure what the most engaged Time of Day (TOD)
for your posts usually is and what day of the week
people pay attention your posts the most. This will
help determine your future scheduling for posts.
Note: continue to analyze your posts’ TOD
information, as it will change.
Companies are able to measure specific actions on
their page and posts by gender, country, city, and
even the device they used. View data by quarter,
week, month, or specific day. And of course, as
mentioned before, you are able to “Export Data” at
any time if you would like a much more in-depth
look at your company page’s performance.
When all is said and done, we recommend exploring
the entire Facebook Business CRM Dashboard after
you set up and launch your company page. Take
the time to ask your questions and learn from their
great informational resources that break down every
facet of your Dashboard management.

Setting Up
Your Instagram
Company Page

STEPS
1 Download and launch the app
a. Download the Instagram app for iOS from the App Store, Android from Google Play store or Windows Phone from
the Windows Phone Store. Once the app is installed on your mobile phone, tap to open it.
Let Instagram know who you are
a. Tap Sign Up, then enter your email address and tap Next, or tap Log in with Facebook to sign up with your
Facebook account.
2
Set up a free business profile
a. Within the app, find settings, then scroll down to Switch to Business Account. Once you have a business
account, you can add in pertinent business information like store hours, business address or a phone number.
Create a Business Profile
3
4 Post and follow users
a. Start posting content you'd like to see in your feed using relevant #hashtags, and start following similar accounts.
Find profiles of users imported from your contacts and Facebook Friends, and Instagram’s Explore Page. A great
resource for finding influencers and competitors called "Success" on Instagram Business's page allows you to
filter a search by Industry, Goal, Product, Region and Business Size.
Physical Parameters for uploading permanent content
A Business Profile on Instagram is meant to convey the face of the business itself. If that’s one specific product, service or logo then your profile picture needs to
reflect that. If your brand is YOU then it needs to be a great picture of you, preferably in a professional (business-casual) style.
Under “Edit Profile” you are able to fill in the Name of your company or brand, Username which will be your login, Website which links your company’s site url, Bio,
and private information (company or personal email, phone number and gender).
Your “Bio” should be a brief description of your company, under 150 characters in length. A good brief story, or mission statement, even just your brand’s slogan is
acceptable. Now it’s time to start posting some quality content on behalf of your brand.
Direct from the Instagram Business Information Page:
Starting an account is quick and easy. Set up an Instagram Business Account
to give people more information about your products, service or business.

MARKETING ON INSTAGRAM
Instagram Business can help you with free or paid advertising, analytics, inspirations and latest news, and blog
resources. With Instagram your brand is able to capture and share a thing or experience with your customers and
followers. The point is to create “snackable” content that is visually pleasing, inspiring and engaging. Instagram
specifically incorporates effective marketing and sales tools by encouraging companies to create things like
contests, promotions and influencer advocacy.
The “Profile-link-to-Storefront” method allows brands to identify their shoppable content with relevant #hashtags.
Brands can also post short videos available for action shots of customers with products, demos, events and brand
messages. It has been documented that short video posts on Instagram lead to up to a 71% increase in conversion
rates. Brands are able to include product links, services information and website URLs directly in the video. For an
extra touch, use the “hyperlapse” feature which functions as a time-lapse for specific moments. There are also free
apps available through Instagram for image filters and effects, and video effects before posting to your feed.
Tips for Great Content on Instagram
Ask people to tag others who love what you’re posting
Go like and tag other great businesses like yours and highlight what they’re doing in their communities
Sell an “experience” through photos, videos, and “stories”, not the products or services themselves
Create an Instagram “story” with the caption creating a call-to-action (link to website, product or service)
Look for all relevant #hashtags in your newsfeed and “Discover” page for the day you’re posting content and incorporate a bunch (like 10-20) of the
#hashtags in your post
Remember: #hashtags are social media currency. They link your content to all other content searches related to those terms in the entire Social
Media sphere. New and small businesses should be using #hashtags more frequently than others.
Tag the “influencers” by following, liking their posts, and reaching out to them directly. Who are the trusted critics and buyers of products and
services like yours? Would they pose in a picture or video with one of your products or services you sent them for free? Have you asked?
Start a “Contest”: "Post Your Favorite” contests are great ways to turn your followers into influencers. Ask fans to post their own Instagram photos
along with the contest-specific #hashtag.
Example: Starbucks started their “RedCup” campaign by getting Instagram followers to post a picture of themselves
with a Red Starbucks Cup in their hand with the campaign #hashtag, submissions were judged by feedback
from other Instagram users and the winners were given free Starbucks Gift Cards.

ADVERTISING ON INSTAGRAM
Marketing with a budget on Instagram is as straightforward as Facebook. This is because Instagram is an entity of
Facebook. As such, Instagram’s Ad Manager happens to be Facebook’s Ad Manager. This means that all of your
content advertising campaigns from Facebook and Instagram can be run from the same Ad Manager Dashboard.
Through here you can tell your brand’s story through Photo Ads in square or landscape format, post Video Ads up
to 60 seconds in length and also in square or landscape format, and use Carousel Ads which embed both the photo
and video ads in a single ad.
Instagram Stories
You can also run “Stories” ads, which are full screen, vertically formatted, photos and videos that immerse your
Instagram followers in your content. Users are able to scroll through your multiple ads and content posts in one
cohesive “Story”. From playing up the vertical format, to remixing existing photos and videos, use Instagram's unique
creative tools to tell your business story. With 60% of stories viewed with sound-on, be sure to share content that
sounds as good as it looks. Click here for Posting Parameter Specifications for Instagram Stories.
With Instagram Insights through the Ad Manager you can see how your Instagram Stories ads perform in the insights
section of your business profile on the app. You can also view more metrics within the Ad Manager including reach,
impressions, and video metrics just like you would for other ads.

Setting Up
Your Twitter
Company Page

STEPS
1
2
3
4
Your Twitter @name is your unique identifier on Twitter. It can
contain up to 15 characters and should help people easily find your
business. Your name (which you can change as you please)
appears above your @name (which is permanent).
Your profile photo: Choose a profile photo that visually represents
your business or brand and fits well in a small space. This image
isn’t just on your profile page; it is the icon in every Tweet you post.
Your bio: You have 160 characters to let people know what makes
your account special, and why they should follow you. Include
useful information, such as what you tend to Tweet about, your
location or business hours, and a link to your website. Use a unique
link, so you can track visitors to your site from Twitter.
Your header image: Consider this your billboard. You can use
event photos, feature products, use a graphic with text, or highlight
your work and team. Swap out this image periodically to spotlight
promotions, events, product news, or just keep things fresh.
Your pinned Tweet: Keep an important Tweet at the top of your
timeline by pinning it there. Click on the “more” option on the Tweet
you want to pin and select “Pin to your profile page.” Use this
feature to make sure visitors to your profile can’t miss your biggest,
latest news.
5
Twitter profile specifications:
• The recommended image size for your profile pic is 400x400 pixels; the image will be resized to fit.
• The recommended size for a Twitter header image is 1500x500 pixels. On mobile, it’ll be cropped to a 2:1 aspect ratio.
• Use a GIF or PNG file for vector-based and line art images.
• For photos, upload a JPG or PNG file.

1
2
3
4
Keep your Tweets short and concise. One message, one
statement, one focus. If you have another thought or subject
to talk about, put it in another Tweet. The more the better
anyways… up to a point.
Use visuals like pictures, short videos and GIFs. Stronger
content is better than just words.
Don’t forget those #hashtags. Include one or a few in your
Tweets. Just like Instagram, you can find Twitter’s most
relevant topics and #hashtags of the day, right in your Home
view, or go directly to a Twitter Search.
Engage your followers by asking them questions or creating
opinion polls. Start a conversation and identify potential
influencers by those most interested in your Tweets. If they
have a lot of followers or engaged activity, follow them and
later, possibly approach them for your influencer advocacy.
Look in your Notifications and answer all retweets and replies.
Keep the conversation going!5
Practice Higher Quality with Tweets

Marketing & Advertising on Twitter
Don’t forget a couple things:
• Cross-post and Tweet social media posts your company has published on your other social media company pages
• Put a Twitter hotlink icon on your website for your customers to be able to find you on Twitter
Each Tweet is a chance to let your followers know you care about something going on in your company,
your industry and your community. This is your brand’s voice. And here’s something funny, 30-40% of
Tweets are replies to other people. So, conversations are a big deal on Twitter. You’re starting a talk.
What is it going to be about?
Take a few minutes and explore Twitter Business tools. Check out their free Tweet Activity Dashboard
where you can gain insights on your twitter activity with engagement and impression details. And set up
Ad Campaigns through Twitter with their Ads Dashboard, where you can choose your audience, amplify
your brand messages, get discovered by new followers, and set Ad Campaign budgets.
Twitter
Business
Ads
Dashboard
Tweet Activity
Dashboard

Setting Up
Your LinkedIn
Company Page

STEPS
1
2
3
4
Click the Work icon in the top right corner of your LinkedIn homepage.
Click Create a Company Page.
Enter your Company Name and choose a URL.
All Company Page URLs will be structured as: linkedin.com/company/[YOUR COMPANY NAME].
• While the name of your Company Page doesn't need to be unique, the public URL for your page cannot be the same as
one that exists on LinkedIn. LinkedIn members and search engines will use this unique URL to find your page.
Check the verification box to confirm you have the right to act on behalf of that company in the creation of the page.
Click the Create Page button.
• If you don't have a confirmed email address associated with your LinkedIn account, you'll be prompted to add and
verify your email address.
Click Get started on the welcome screen to begin editing your Company Page.
• A red error message may appear if you have problems adding a Company Page.
5
To publish your Company Page you must include a company description (250-2000 characters including spaces)
and company website URL. Keep in mind that a preview of your Company Page is not available. When you publish
the page, it is live on (linkedin) website.
6

COMPANY PAGE LAYOUT
TOP
NEXT
LAST
Three Tabs Available: Overview, Jobs/Careers (don’t know if necessary), and Life*
Eye-catching, Warm, Stunning Cover Photo*
Suggestions from the experts: A professional picture of open front door of store or business (welcome picture), Picture of awards from your
industry, A key campaign line or brand message in appropriate font and color (Company Slogan), Picture of happy customer sampling product
or service, picture of events your brand has been a part of, picture of your product or service line, picture of happy staff
Profile photo and OVERVIEW section
Profile photo should be your brand’s logo
Company information (OVERVIEW):
Line 1 -- About Us* (one paragraph)
Line 2 -- Specialties (list of professional services, one line with commas)
Line 3 -- Headquarters, Industry, Company Size (# of employees), Founded (when), Website Link, Type of Company – (6 sections, 3X2 Grid
Recent Updates Section
News Feed with updated POSTS*
Start discussions with and among your followers by asking questions, sharing short quizzes, and celebrating company wins
ex: L’Oréal starts conversations and makes interactions with their followers more personal by asking questions. They also celebrate
milestones with their followers. Most recently, when their page reached 500,000 followers they created a video and posted updates
thanking all their followers for their support.
Explanations:
*Life (Tab): Each item is a section: Company Culture, Company Skills (sales, marketing, operations, etc.) and Talents, Company/Industry Insights,
Languages we speak, Organizations we support (with linkedin page links for each), accreditations we hold, etc.
*Cover Photo: Instructions and figures for all photo parameters

*About Us (section): Create a company description. Try to concisely describe what your company does, its specialties, and what makes it unique.
Something shorter but similar to what should be written up in the “About” section of your company’s website.
Photo Parameters

Remember, LinkedIn is for professional network connections. The point of LinkedIn is to educate the
professionals we want to connect with, and in turn, let them educate us. The tone of your content you
are writing and sharing needs to reflect that.
The content you write and share should feel the same to your audience as if you were to share something
with your boss (professionally) or talking to a customer you’ve never talked to before. How would you
talk in a room with professional peers or authorities whom you’ve never met before? This is the starting
place for your voice on LinkedIn.
LinkedIn is also the #1 channel for B2B marketers to distribute content and drive social traffic to blogs
and informational materials. It gives brands a tool and generator for leads, brand awareness and
thought-leadership. Getting your content up to professional and shareable standards will be key.
Practice Higher Quality on LinkedIn

4 Content Pillars of LinkedIn
CONTENT
IndustryTrends&News
(NewsArticles&Blogs)
ProfessionalDevelopment
(team&customertraining)
Leadership&Productivity
(How-To's)
PeerExperts
(Influencers,Executive
Content,CompanyNews)

Marketing on LinkedIn
Add easy links and promote your Company Page by linking to it from your emails, newsletters, blogs, and other marketing channels. Add a “Follow”
button to your website, so it’s simple for visitors to click and follow your Company Page.
Every person employed under your brand should link up their LinkedIn homepages with company page and share its content. Encourage employees to
add your company to their personal profiles. By doing so, they automatically become followers who can like, comment, share, and expand your viral
reach.
Posting daily company updates is the most effective way to attract followers to your Company Page. Share company news, industry articles, or thought
leadership pieces, or ask followers to weigh in on hot topics. Posts will appear on your Company Page and in the news feed on the homepage of each of
your followers across all devices and platforms.
Best times to post are early in the morning (7-8am) or towards the end of the work day (5-6pm), Tuesday-Thursday.
AddThis analyzed data from 14 million users and determined that content posted on Tuesday between 10 and 11 am
gets the most clicks and shares on LinkedIn.
LinkedIn showcase pages are an extension of your company page and can be used to highlight certain brands or product lines. They allow you to
customize your messages for different segments of your audience. LinkedIn users can follow showcase pages for topics or products that they’re
interested in. This means that the content they see in their news feeds will be more focused and relevant to them, which is likely to result in higher
engagement. With multiple brand messages, Showcase Pages allows you to segment our products/services easily and deliver them to the right
audiences
Follow Up Action Items:
1. Set Up Showcase Pages that link to specific pages of company website
2. Import Professional Contacts, Networks and Organizations that we are already connected with (via linkedin and email)
3. Set Up Easy Links (follow button) and Sponsored Content Initiative (including cost consideration)
4. Obtain 3-6 (to start) articles/blogs of varying subject matter that we can use for postings in our Recent Updates Section
5. Follow up with postings, connections, and data analytics
Page Follow
Showcase

Analytics
Page administrators can track and view analytical data through
Showcase Analytics to gain deeper insights into:
Engagement - see the engagement value of individual posts
Trends - identify patterns across key metrics
Demographics - understand more about your follower
demographics and sources
Available Tools Through LinkedIn Company Page:
Company Page – Meant to catch the eye of prospective
customers and build connections with existing customers by
featuring relevant content. Features “about” information with
“Our Story”, industry and contact information.
Showcase Pages – Geared toward specific business lines,
products and services, or initiatives set by your company. Each
Showcase Page features one service or product your company
would like to feature, like a separate website for each one.
Slideshare – LinkedIn’s proprietary professional content
software. Slideshare allows users to share company videos,
webinar and conference recordings, influencer videos, how-to’s,
company presentations, decks and infographics. Slideshare
material should be nicely-designed, short and informative
content.
Tip: Link Slideshare presentations to your brand’s website to
gain a quality in-bound link.

Advertising on LinkedIn
Drive leads with Sponsored Content. Promote your best company updates to highly targeted audiences
using Sponsored Content, LinkedIn's premier ad format. Raise brand awareness, generate quality leads,
and gain followers by extending the reach of your company updates. Sponsored Content on LinkedIn
allows users to publish relevant content and reach a targeted audience of professionals beyond your
LinkedIn Company Page followers. There are targeting filters available such as tracking Cost-Per-Click
and Cost-Per-Engagement.
There are also bidding options available for running sponsored content and ads. Users can make bids on
what an ad like theirs would cost to campaign for a certain amount of time, at a certain frequency.
LinkedIn will take the average or highest bid for similar ads and sets a price for the ad. Especially for
small businesses that aren’t competing against a large company’s advertising budget, a bid tends to be
priced much lower.
Direct Sponsored Content allows you to share content directly in the feed. You can personalize and test
multiple forms of the same content without originating repeating posts on your Company Page (also
known as “A/B Testing”). You are also able to send personalized messages to specific audiences and
experience real-time testing of content to optimize your content’s performance and reach. After testing
you can shift budgets to an audience with higher engagement rates to make sure your Sponsored Content
has the best financial value for your brand.
Sponsored
Content

Setting Up
Your Pinterest
Company Page

STEPS
1
2
3
4
5
If you have a personal profile, log out of it
Go to Pinterest for Business and click Join as a Business
Fill out details about your business and the person who'll manage the profile
Read and accept the Business Terms of Service and click ”Create Account”
You are now on your new brand’s Business Page. Your life is now BOARDS and PINS.

Boards & Pins
Think of a Board as a Category of
Service, Product or Information. It is a
bulletin on which to PIN certain pieces
(content links) about products or
services. A good Business Page has a
variety of board types. Each Board
should be non-repetitive and not
resemble the others. It’s recommended
to put your Best Performing Boards at
the top of your profile.
Note: You can create a “Secret” Board
first in order to build up company page
content before launching
(recommended). Flip the “Secret” toggle
on the top of your board to make it
unviewable to the public. This can all be
done from the board’s Edit Page.
“Pinterest helps people discover and do what they love”, so every Pin you see is
an idea that someone saved to Pinterest. A Pin links back to the site it came
from, so you can learn more, like how to make it, or where to buy it. You can
search for anything on Pinterest, and when you find something you want to
save for yourself, click the Save button to add it to one of your boards.
Types of Pins:
1. Buyable Pins: These are products that you can buy right on Pinterest,
without ever leaving the app.
2. Picked for you Pins: We’ll sometimes recommend Pins for you based on the
boards you create, the Pins you save or click on, and other stuff you do on
Pinterest. If you see a Picked for you Pin that you don't really care for:
a. Click the three-dot button to hide it (on mobile, press and hold a Pin
and tap the three-dot button)
b. Pinterest offers survey to share your thoughts to submit. They will
then remove the Pin from your feed and work on improving the Pins
they pick for you in the future.

Pin Tips
Types of Pins Continued:
3. Promoted Pins: Businesses pay to have these Pins show up where users are more likely to notice
them. The Promoted Pins users see are based on their interests and things they do on Pinterest.
a. With Promoted Pins you start by identifying your best-performing Pins. You then set up
your targeting parameters for a specific tailored audience. You can choose to pay for
engagement and site traffic increase, or continue, to freely track and measure the analytics
of your Pin’s performance.
b. “Rich Pins” are interactive hotlinks that allow user to find and download apps, go directly to
articles and shared promoted content, and pull product information (price, availability and
location)
Note: What’s really cool about the “Product” Rich Pin is that the pin automatically puts your
promoted product in the Pinterest Gift Feed, a promoted community board for new
products, and another source of online revenue for your company.
Don’t Pin too many items on one Board. Spread them out and think of other categories that could be similar to Pin them on. Stop when
each Board gets to 100 Pins.
The easiest way to start making Pins is to repurpose images you already have. Choose compelling images that tell a strong story about
your brand, and add helpful details into the Pin description.
Also spread out Pins throughout the day, week and month to avoid multi-pinning.
Note: Uploaded Pins from PDF documents and picture files retain the original file name, and that then becomes the Image Title. Please
check your file names before uploading!
Pins can be cross-promotional and influencer advocacy tools, so remember to Pin from other sites and not just your brand’s. Investigate
other great Pinterest company pages. Find Group Boards associated with your industry, chosen topics and keywords. If they have active
Pins, Boards and a high follower count they might be a great Influencer Advocate for your brand.

Marketing & Advertising on Pinterest
The Point of Pinterest is to share useful, inspiring and educational content. Inspire your followers with a new style, promoted by
your brand. Educate your followers on how to accomplish something in their lives. Maybe you have a unique or interesting recipe
or instructions for building something. Maybe as a local bike shop or auto parts store you know the best way to quick seal a tire.
You’re providing useful information, not your store.
Don’t just give them how-to’s, mind you. Give them aspirational, inspirational content as well. Maybe your company has a great
picture at an event with a product, or a picture that represents “this is who we are, and this is what we believe”.
Note: Recommended parameters for ideal Pin width are 736p X 1102p (735 pixels).
The Ads Manager is used to create marketing
campaigns, ad Groups and Promoted Pins.
Users are able to get recommended keywords
and interests, and view guidance on Bids. You
can also access the Bulk Editor to create
marketing campaigns, ad Groups and Promoted
Pins all at once. The easiest, but least filtered,
method of advertising on LinkedIn is called
“Quick Create”. You can use Quick Create to
promote a single, organic Pin that is performing
the best. The benefit is that you can quickly
promote a top performing pin in real-time to
reach more people faster.
Practice Higher Quality
Pinterest Ads Manager Guide

Measuring Performance
Before deploying ads through the Manager
Dashboard, it is recommended to link your Ads
Menu with “Conversion Tracking” with a
“Pinterest Tag”. The Pinterest Tag is code on
your site that helps you measure the
effectiveness of your ads. The Pinterest Tag
can also help you define specific audiences to
retarget. If you want to measure your Page’s
performance that’s why it’s important to create
the Pinterest Tag and set it up before you start
running ads. If you really want to get into the
meat of Pinterest Tags CLICK HERE.
Pinterest Tag
With your Pinterest Tag you can measure:
• How many people visited different pages on your site
• How many people visited a category page
• How many people searched on your company’s website
• How many items were added to a shopping cart
• How many people purchased from your site
• How many people viewed your video
• How many people signed up on your site
• How many people are interested in your products and services

Measuring Campaigns
Regardless, through the Pinterest Ads Manager
you can create and measure campaigns pretty
easily after selecting a target audience,
interests, keywords, campaign duration, and
budget. Adding your “Bid” determines how
much you’re willing to pay for your ad to get
placed on Pinterest. In the “Ad Group Details”
section, Pinterest will recommend a bid for you
based on all the parameters you have selected
for your campaign. Pinterest recommends you
start with a strong bid to help you to get a faster
understanding about your ad’s performance in
the auction and with users. You can then edit
your bids or turn off ads that aren’t performing
well enough.
Ad Groups
Pick a Pin from your boards that you want to use as an ad in this ad group.
If you know what Pin you want to promote, you can search by Pin URL or ID in the top right corner.
Note: you can only promote Pins from public or protected Boards. If you can’t find a Pin, check to make sure it’s not on a Secret
Board. After you click ‘Promote Pin’, your campaign will go into review to ensure the ads meet our Pinterest Ads Policy.
Make sure your ad does not possess the following, or they may not be approved:
• Irrelevant targeting • Price in Pin description
• Promotional material • No content on destination landing page
• Excessive symbology • Calls to action in the Pin image

Setting Up
Your YouTube
Company Page

STEPS
1
2
3
4
You will need your Google Account Login information to sign up for a YouTube account, if
you don’t have one already. When inputting a name on the “Using YouTube As..” prompt
you need to select the bottom link “Use as a business or other name which will lead you to
a screen where you can enter your brand’s name. The name you choose will be the one
associated with your YouTube business account.
Once logged in to YouTube’s homepage, go to your Avatar Icon on the top right corner of the
screen. Click on “My Channel” form the drop-down options.
Once you’re in your Channel you can choose to “Customize Channel” or go to your
“Creator Studio”
a. The dimensions for YouTube images are as follows:
i. Channel icon: recommended as 800×800 pixels, displays as 98×98 pixels
i. Channel banner: 2,560×1440 pixels, safe area for mobile and web (without text and logo cropping) is 1546 x 423
pixels.
b. Since these dimensions are relatively large, you need to use high-res images rather than pictures that could get cut
off or distorted. This is where resources such as Canva as invaluable as you can craft such images in a matter of
minutes thanks to their ready-to-go templates.
That's It! Start posting awesome videos!
Fill out your “About” information, provide site links and update your profile (brand logo)
and cover photo pictures.

Practice Higher Quality Content with Videos
“For businesses, YouTube works well in the awareness, engagement stages, after which you move them to your site for conversion. Talking head videos get a lot of
flack. But to be fair, they’re still quite popular and effective on YouTube. Why? Because YouTube is a place for personalities. The human aspect of video is alive and
well on YouTube. It’s okay to be conversational. Businesses should consider taking some of their most passionate and engaging personalities and putting them in
front of the camera.
“That being said, use these personalities to teach and share their knowledge, elevating your brand as a thought-leader (Again, YouTube is excellent for awareness).
Instructional videos, experts answering how-to queries like your most common prospect questions, or longer form stories that need room to breathe can all work
well on YouTube. Archival content can also be housed on YouTube. Just don’t dump, optimize and thoughtfully curate these videos.
“YouTube has also advised its own creators (those who utilize and are paid full-time through the YouTube monetization network) to work together. YouTube “stars”
regularly guest on each other’s shows. This creates shared authority and exposes audiences to related content. And guess what? It makes absolute sense from an
SEO perspective. It’s the video equivalent to cross-linking. Cross-linking shares authority, cites sources and helps to send the signal to search engines that certain
content is related, and therefore relevant to similar audiences. YouTube’s creator program and the collaboration they have encouraged has laid the foundation to
give us the most relevant information and content, unsurprisingly quite similar to Google search.”
- Shannon K. Murphy, Senior Content Manager, Brightcove
"OVER HALF OF ALL
YOUTUBE VIEWS OF
THE MOST ENGAGING
VIDEOS ARE BETWEEN
16 SECONDS AND 2
MINUTES LONG."
According to SocialBakers,
here are the Top 10 Brands
rocking it on YouTube right now

Advertising on YouTube
One of the easiest ways (but also the most
expensive) to jumpstart your channel and video
view counts is to use Google Adwords for Video.
They have a few ad unit types including
“Trueview” which you only pay for if the viewer
watches your video for more than 5 seconds.
You can promote any video with this service,
but pushing a video that targets the YouTube
community will be more effective in the short-
term as you’re getting your brand message out.
Something like a how-to, a quick tip or
something very visually interesting is best.
Remember the first five seconds are crucial on
these videos so be sure to grab attention right
in the beginning, so don’t start with a branding
graphic.
Take the time to learn how to target your Google
Adwords for Video campaigns so you are only
reaching and paying for your ad to be clicked by
the right people.
CLICK HERE for more information.

CROSS-LINK ALL SOCIAL
MEDIA COMPANY PAGES
Under the About Sections of each social media company page,
list your other social media company pages with links. Make
sure you update your social media hotlink buttons on your
company’s website for extra cross-promotion. Your company
pages are set up and looking great! And you have a clear,
unified brand message across all pages! It’s time to brag on
your other pages with these cross-links.
Social Media like Instagram allows you to ask permission to
use their specific icon link tailored to your other websites and
marketing campaigns produced by your company
Why aren't we talking about Google+?
It’s in the back of the pack. Google+ is not even in the top 5 most-used social media platforms. Ironically, there are a ton of profiles on Google+ because
those profiles are already associated with a Google Account, but a lower ratio of those profiles are using it for business purposes. The prize for the most
consistent business content engagement goes to LinkedIn at the moment, specifically their proprietary software Slideshare.
Google has even stated officially that Google+ is not meant to be another social network, and companies shouldn’t treat it that way. More users have
viewed content posted on Google+ rather than having engaged with it. It has been found to be difficult to build many relationships with customers through
Google+ because the same functionality or active user base of social networks is currently unavailable.
That’s because it’s not there yet. Google+ is certainly not yet set up for usage by the average small business owner. The platform is considered to be a
source of “experimentation” for business-related users. Its tools are confusing to use and have more of a “tech expert” feel. Google+ been reviewed as
being “too smart” for users.
Additionally, there are no built-in Analytics! None! How are business users supposed to measure reach and engagement? Oh, they have a solution.
Download ALL your Google data at once in a nice big pile… Yeah, right. Are you using it to promote and market your business effectively yet? Exactly,
and neither are we, not yet.

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YOUR BRAND TODAY!
A T T H O M A S A S S O C I A T E S G L O B A L T H E B E S T I N N O V A T O R S D O N O T T R A V E L A L O N E . I F W E H A V E A
D R E A M , I T I S N O W P O S S I B L E . W E H A V E T H E M O S T I N F O R M A T I O N A T O U R D I S P O S A L T H A N A N Y
G E N E R A T I O N B E F O R E U S . W I T H T H E R I G H T T O O L S W E C A N I N F L U E N C E O U R N E T W O R K S , A N D
S O M E O F U S W I L L C H A N G E T H E W O R L D .
A N E X P O N E N T I A L L Y C H A N G I N G D I G I T A L A N D S O C I A L L A N D S C A P E I N T I M I D A T E S S M A L L
B U S I N E S S E S A N D O R G A N I Z A T I O N S W H O T H I N K T H E Y D O N ’ T H A V E T H E T I M E O R T H E R E S O U R C E S
T O K E E P U P I N T H E I R M A R K E T P L A C E . W E D I F F E R E N T I A T E B Y C A L M I N G T H E S T R A I N A N D S H O W I N G
F U T U R E S U C C E S S F U L B U S I N E S S O W N E R S J U S T H O W A T T A I N A B L E T H E I R S U C C E S S I S .
T A G M A R K E T I N G P R O V I D E S B E N E F I C I A L S E R V I C E S F O R C L I E N T P A R T N E R S B Y I D E N T I F Y I N G
P O T E N T I A L R O A D B L O C K S A N D S O L U T I O N S , A N D D E L I V E R I N G V A L U A B L E I N S I G H T S A N D
P R O D U C T S . M O R E I M P O R T A N T L Y , W E ’ R E H E R E T O L I S T E N . W E A R E I N T E R E S T E D I N W H A T ’ S
I M P O R T A N T T O O U R C L I E N T P A R T N E R S I N O R D E R T O E L E V A T E T H E I R B R A N D ( S ) , G R O W T H E I R
I N F L U E N C E , A N D N A V I G A T E T H E I R C U R R E N T I N D U S T R Y T R E N D S A N D P R O C E S S E S .
D O N ’ T J U S T E L E V A T E Y O U R B U S I N E S S , T A G I T .
T A G M A R K E T I N G F O C U S E S O N I N F O R M A T I O N & S P E C I A L I Z E D S E R V I C E S .
• B R A N D I N G T A C T I C S
• C O N T E N T S T R A T E G Y
• M A R K E T I N G P R O G R A M S T R A T E G Y
• B U S I N E S S M O D E L A N D P L A N C O N S U L T A T I O N
• E X P E R I E N T I A L D E S I G N

Chapter 2: Set Up & Procedures for Your Content

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Chapter 2: Set Up & Procedures for Your Content