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UNDERSTAND THE "WHY"

Before you even create your content, it's crucial to have a proper game plan. 

1. What are you trying to accomplish? 

  • Are you trying to raise awareness of NKDC promotions and events? 
  • Are you trying to reach potential new customers 
  • Etc

CREATING THE "WHY"

This is a video taken from my Facebook ads training course.  In this video, I discuss the importance of determining your "WHY".

2. Who is your message for?  Who is your target audience? 

  • ​​People who have no idea of you and your store

  • New customers 

  • Old customers, you want to purchase more frequently 

  • Etc

    • 3.  How will you deliver your message? 
    • ​​Photos

    • Short videos 

    • Graphics posts  

    • Etc

    4.  What do you want your target audience to do? What is the “Calls To Action”? 
    • ​​Come in for a special promo

    • Order a featured menu item

    • Get familiar with NKDC staff

    • Join email list

    • Visit website

    • Etc

    5.  How do you measure the success of your messaging?  What are the “Markers of Success”? 
    • Sales of gas have increased by "X"

    • GEM staff starts to get recognized by customers out in the public

    • Etc

    PUBLICATION CALENDAR
    Create a posting schedule and determine how often you will publish new content. 
    1.  Gather all the important stories, events, sales, and promotions you want to showcase each month. 
    • Meet with store managers.  Get prices, details about special promos and deals, etc.

    • Meet with the marketing manager at The Point Casino.  Get details about upcoming events, casino specials, etc

    • Meet with Tina at NKDC.  Get details about things NKDC wants to promote.

    • Etc

    2.  Determine where you will deliver your content.

    • Website 

    • Facebook

    • Newsletter

    • Etc

    3.  Determine how frequently you will post new content.

    • I.e. New content will be posted 3 times a week (Monday, Wednesday and Friday) 

    4.  Determine the shelf life of each piece of content.

    • Make a content repository.  Meaning, keep track of reusable pieces of content. (i.e. Holiday specials, annual events, etc)

    5.  Use this example of a Social Media Content Calendar.

    • Use this calendar to guide you as you create your NKDC publication calendar.  Download it HERE .

    STAY CONSISTENT
    Sticking to your publication calendar is crucial.  Your target audience will expect to hear from you regularly, communication will build trust.  Once you post your content, you will need to monitor the newsfeed and messenger for engagement.  Reply to your followers. 
    FINAL THOUGHTS
    It is also very important to frequently check in with the store managers, the casino marketing manager, HighPoint Cannabis, and Tina to ensure your efforts are working.  Aways be willing to listen and try something new if things are working.  
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