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#SheSmashedSocial

2019 YEARLY WORKBOOK

A GOAL SETTING PLANNER & WORKBOOK FOR
CREATIVE BUSINESSES

Copyright © S L Social 2019
All content is copyright, respect this intellectual property.

A REVIEW OF YOUR CURRENT
SOCIAL MEDIA ACTIVITY

HELLO & WELCOME!

This is a planner and goal setting workbook which will help you to review
what's going well, what you can improve on each month and offers you
guided learning to social media.

Let's start with some questions from me, that will make you pause and
think about what is truly stopping you from making sales and gaining
customers via social; particularly Instagram and Facebook.

Most clients of mine start off feeling overwhelmed and frustrated with
social media, but after I have showed them how simple it can be to achieve
sales, we start to unravel and demystify it all. Step by step.

You're going to love all my stylish and easy to read workbooks and
resources!

So let's get started!

I suggest you print this out a few times so you can keep adding notes. Or
why not treat yourself to that pretty notebook you've seen and scribble
your answers and learnings in there?

I just cannot wait to help you smash your social media!

Remember to share all your learnings, feedback and achievements using
the hashtag #SheSmashedSocial

Sarah x

#SheSmashedSocial

INSTAGRAM & FACEBOOK, HOW DO THEY MAKE YOU FEEL?

Tell me, what comes to mind when you think about writing Facebook posts or creating Instagram posts?
Write down what your social media posts have been about each day for the last 7 days

Copyright © 2019 S L Social

#SheSmashedSocial

Make a note of the best and worst performing post (for Instagram, Facebook or both)
If you're feeling intuitive today, write down why you think they performed as they did... 

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#SheSmashedSocial

UNDERSTANDING THE 'WHY'

It's simple. People 'like' content if it evokes emotion within them. Think about what you personally have liked on social media
this week...was it interesting or humourous?
Do your business posts truly appeal to your ideal customer? Do you even know what else excites them besides your product or
service?
You see, knowing your customer is crucial to successful social media content. Not just that, but once you have your personas
(which we will be creating together) they will help you shape the content for all your marketing activity.

YOUR IDEAL CUSTOMER

As a savvy business owner you must already have an incline as to who buys from you. Start to write down everything you know
at this point. Gender, age, location, job, interests...

Copyright © 2019 S L Social

#SheSmashedSocial

TIME IS PRECIOUS TO YOU

Looking back at the content you posted on Instagram and/or Facebook over the last 7 days, tell me how long did it take you to...
a) think about what to post

b) actually post it (did you post in the middle of other business tasks or did you schedule it automatically?)

Copyright © 2019 S L Social

#SheSmashedSocial

SALES IS WHAT WE'RE ALL IN THIS FOR,
RIGHT?

Of the content created and posted on Instagram and Facebook, did any generate business for you?
Can you tell which post/s achieved this?
Did you boost any of your posts? If so, write down the spend and targeting options

Copyright © 2019 S L Social

#SheSmashedSocial

YOUR IDEAL MONTH ON SOCIAL MEDIA

If you could achieve anything via Instagram or Facebook in the next month, what would it be?

Why do you want this?
How would it make you feel?
How would it improve your business?

Copyright © 2019 S L Social

#SheSmashedSocial

PLANNING IS MY THING. LET IT BE YOURS TOO.

Once you understand your ideal customer and what content appears to be working, all that's left is to create an action plan.
Throughout this workbook, I will be guiding you through how to create a social media plan for the month ahead. Before that, it would be useful
for you to answer as many of the questions below as you can. You can come back to these time and time again to help you really shape your
goals and align then to your plan.
What's your biggest concern right now with your Instagram account and/or Facebook Page?

If you could map out content for 1-3 months, what would it do for you and your business?

Copyright © 2019 S L Social

#SheSmashedSocial

Do you believe you can create 60 posts in 4 hours? If so, how will you achieve this? If not, what are your concerns?

Are you aware of all the free tools you can utilise in order to save time, be creative and measure results?

How much money have you spent on boosted posts or ads over the last month?

Copyright © 2019 S L Social

#SheSmashedSocial

How much revenue did you generate from these boosted posts?
Thinking about spending money on social advertising, how does it make you feel? Why?

What's your end goal after this programme? Save time? Make money? Be creative?

Copyright © 2019 S L Social

FEELING BETTER?

How do you feel now that you’ve answered these questions? Are you
excited for the year ahead?
You know, I've even completed these for myself when writing this
workbook! I find returning to these questions each month helps me to
take a step back once in a while to reassess my customers and content
which is ever changing.
I'd like you to all start discussing your findings so share your learnings on
the platform you're most comfortable with using the hashtag
#SheSmashedSocial
Don’t forget to print out this workbook so you can write down your
answers and discuss them with me when you're ready - just email
[email protected] or follow & DM me on Instagram...

@SLSocial

SO, YOU READY?
LET'S DO THIS!

Copyright © 2019 S L Social

JANUARY

REFRESH & REFOCUS

January 2019

SUN MON TUE WED THU FRI SAT

Trending Events 01 02 03 04 05
09 10 11 12
#HappyNewYear #2019 06 07 08 16 17
#FestivalOfSleep 13 23 24 18 19
#NationalSpaghettiDay 20 14 15 30 31
#NationalBubbleBathDay 27 25 26
#NationalMilkDay 21 22
#CleanOffYourDeskDay
#BlueMonday 28 29
#NationalPopcornDay
#NationalHugDay
#NationalComplimentDay
#HaveFunAtWorkDay

Copyright © 2019 S L Social

GOAL SETTING FOR 2019

2018SRPeRfIlNeGcTtions
2016 COLLECTION

My grateful list My favourite memories My 2018 achievements

Lessons learned What I'm proud of

Copyright © 2019 S L Social

2019 SGPoRaIlNSGeTtting
2016 COLLECTION

My 2019 business goal is... I will do these 3 things to reach my goal... This will help me to stick to my goal...

I will know I have reached my goal when...

Copyright © 2019 S L Social

My SMART Objectives

Note down 3 main objectives for your business and make some notes on what's involved. Make sure your goals are clear and reachable, Each one should be;
Specific (simple, sensible, significant)
Measurable (meaningful, motivating)
Achievable (agreed, attainable)
Relevant (reasonable, realistic and resourced, results-based)
Time bound (time-based, limited)

1)

2)

3)

Copyright © 2019 S L Social

beNgeiwnnings

Copyright © 2019 S L Social

JANUARY REVIEW

Monitor & Review

What works well?

What doesn't work well?

What will I do differently next month?

Copyright © 2019 S L Social

FEBRUARY

LOVE & CREATIVITY

February 2019

SUN MON TUE WED THU FRI SAT

01 02 Trending Events

03 04 05 06 07 08 09 #ChineseNewYear
#NationalPizzaDay
10 11 12 13 14 15 16 #NationalUmbrellaDay
#ValentinesDay
17 18 19 20 21 22 23 #RandomActsOfKindness
#NationalDrinkWineDay
#LoveYourPetDay
#WorldThinkingDay
#NationalFloralDesignDay

24 25 26 27 28

Copyright © 2019 S L Social

FINDING YOUR IDEAL
CUSTOMER

Why is this so important?

A target audience is a particular group of people that a product or service is aimed at. Having a
clear view of your target audience in the social media environment is vital when it comes to
boosting posts on Facebook. Aiming paid posts at various audiences will ensure you don't waste
any money & you are guaranteed to evoke emotion with the right people - your potential
customers or clients.
You may be tempted to target everyone because you don’t want to miss an opportunity or
because it feels safe, but it’s actually very risky. Spreading yourself thin trying to be seen & heard
by everyone is not effective, so let's start figuring out who you should be targeting...

Copyright © 2019 S L Social

Who do you want to work with?

Think of type of people that you know you can help, people you feel you would naturally like &
ones you can resonate with.
Zone out & get into their head. Who are they? Start to write down as much as you can... 

Demographics Psychographics

i.e. female, 31, Yorkshire based, 2 children i.e. lacks confidence, needs support, wishes for more time

Copyright © 2019 S L Social

What would they say?

Now you've grasped that, note down typical quotes they would love or questions they would ask...

i.e. "They call us dreamers, but we're the ones who don't sleep" or "I'm overwhelmed, show me where to start."

Copyright © 2019 S L Social

What are their goals?

Now let's think what their main goals & desires may be. Try to relate it to your product or service
offering.

i.e. "To be able to have a happy work, life balance & be a success."

Copyright © 2019 S L Social

What are their challenges?

And what might their challenges or obstacles be in reaching this goal?

i.e. "To find time to start a business with a young family & having the confidence in myself."

Copyright © 2019 S L Social

How can you help?

Finally, how can you solve their challenges & help them to achieve their goals? 

i.e. "I can share tools & planners to save you time & provide you wish inspirational & motivational live streaming every week that make you
believe YOU CAN DO IT!"

Copyright © 2019 S L Social

Got it?

Print a few copies of this workbook out & scribble down a few versions. Or use pencil so you can
erase & redo whenever you need to.
If this is completely new to you, it may take a few attempts to get there. If you have already defined
a customer profile or target audience within your business plan, then you can use this workbook to
build on your customer even further....it's an ever evolving element of your business after all.
Once you're happy, this information can be used within your Facebook advertising (by defining
which audience your ads get shown to) & will make a huge impact on the effectiveness of your
content marketing.
As always, feel free to email me & ask questions or DM me on Instagram (@SLSocial).
Let's support one another & have fun doing so.

Copyright © 2019 S L Social

NAME:

THEIR DEMOGRAPHICS

DEMOGRAPHICS LIFESTYLE PERSONALITY

Key Demographics: Favourite Dishes: Positive:
Profession: Hobbies:
Annual Income: General Interests: Negative:
Monthly Disposable Income: Most likely pet:
Most common statements:

Copyright © 2019 S L Social

NAME:

THEIR HABITS

BRAND ONLINE MEDIA ENTERTAINMENT
LOYALTY BEHAVIOUR CONSUMPTION
Favourite Movies:
Clothing: Top Facebook Pages: Hours Online: Favourite TV Shows:
Favourite Music Artists:
Beauty Products: Browser History: Magazines Read: Favourite Celebs:

Restaurants:

Top make of car:

Copyright © 2019 S L Social

BE YOUR OWN KIND OF

beautiful

Copyright © 2019 S L Social

FEBRUARY REVIEW

Monitor & Review

What works well?

What doesn't work well?

What will I do differently next month?

Copyright © 2019 S L Social

MARCH

RESEARCH & COLLABORATION

March 2019

SUN MON TUE WED THU FRI SAT Trending Events

01 02 #NationalGrammarDay
#PancakeDay
03 04 05 06 07 08 09 #WorldBookDay
#InternationalWomensDay
10 11 12 13 14 15 16 #NationalNoSmokingDay
17 18 19 20 21 22 23 #StPatricksDay
#FirstDayOfSpring
#NationalWaterDay
#HappyMothersDay

24 25 26 27 28 29 30

31

Copyright © 2019 S L Social

HOW TO WORK WITH
BLOGGERS & INFLUENCERS

Obtain a list & do your research Research

You can work with a PR agency to obtain a bloggers list or do it my way (time consuming but free!) I
open a spreadsheet (there's a template I have for you in this bundle) & start Googling! Search for
'fashion bloggers Yorkshire' or 'craft bloggers Bucks' and you will find many sites who list some or all of
them. It's then a matter of copying & pasting their blog & contact details into your spreadsheet. It can
take hours, but when you have it, it's gold!

Once you have your list, you then need to spend more time visiting each blog to get a feel for them.
Ask yourself....What are the main topics the blogger likes to write about? & does the blogger do
sponsored posts? 

Start to highlight or make a note of the ones you'd like to shortlist; the ones that stand out to you &
you'd love to work with. I'd say shortlist about 15-20...from that, aim to contact them all with the
expectation that maybe only 5-7 may respond & collaborate with you.

Copyright © 2019 S L Social

Who will be your chosen one?! Choose

Really try to get a shortlist from your research, because bombarding every single blogger will be a hard
task to manage & it won’t bring you the results you desire.

You also need to be mindful that most of the bloggers you contact will either turn your proposal down
or (most likely & most annoying) not respond at all. This is why is so important to spend time analysing
each blog from your original list & getting the right ones - the ones that have a natural fit with your
brand. 

So when you are choosing, ask yourself "have they worked with brands similar to mine before? I
wonder if their audience will like my product? do they seem approachable & willing to work with any
brand, no matter the size or popularity?"

Also, if you take the time to follow them on Instagram & engage with their content, you will get on
their radar ( a tactic which should be used before & after you contact them). 

Copyright © 2019 S L Social

Flattery gets you everywhere Flatter

You're getting in a position where you are ready to contact the bloggers. Approach each one on an
individual basis, try not to attack in bulk! It will loose authenticity. 

So, you need to get to know the bloggers. When I did this for La Redoute, I used to go on such a
stalker mission! I noted down what their favourite colour was, if there was a certain product they could
never be without (Jo Malone candles were very popular) & what was happening in their life at that
stage (i.e. new dog, newly engaged).

When it comes to contacting them, you can bring up these little things in a flattering & subtle way, &
in my case I used to send them something that was in their favourite colour or even a Jo Malone
candle if the budget allowed. It made them feel special & with that, they were more likely to
collaborate with me & the brand I was representing.

Here's a little checklist that you must follow when you're getting ready to make contact:

Note their first name or even nickname
Did you find her favourite colour or product, so you can personalise your approach?
Have you found the article you most love on their blog?
Be authentic - act like they're your friend

Copyright © 2019 S L Social

Time to show off Self
Promo

As I mentioned earlier, bloggers get absolutely bombarded with emails & pitches, to the point where
it's actually annoying for them. Therefore, you need to establish credibility from the start; here's how I
would start to approach them..

"Hey Liz, Yes, this is yet another outreach email! But please read on, as I know you & I will get on just
fine. My name is Louise & I am (the better) part of a husband & wife duo behind [brand name]. We sell
high-end luxury goods sold both online & at luxury retailers such as Harrods & John Lewis. Our makeup
bags have been featured on [insert names] but I WANT to the bags on your feed because, damn they
fit so well!"

So, give them a little backstory on your brand but keep it short & snappy. Establish credibility for your
brand through mentioning places you've featured in or other bloggers you’ve worked with. You're
trying to stamp your authority & promoted yourself too, without being needy. The outcome is that you
want them to have a strong desire to work with you; like they'll feel left out if they don't.

Copyright © 2019 S L Social

Be clear on what you want Clarify

We're still at the stage of making notes ahead of contacting each blogger. I want you to feel clear on
why you’re emailing the blogger & what you want from them & why.

You need to make it super easy for the blogger to understand what you want & what they need to do
on your behalf.

Outreach, or pitch, emails can't be too vague or lack a prompt for them. If they are weak, they'll get
sent to the trash can in a matter of seconds, without a thought.

Scribble down the what, why & how.

Copyright © 2019 S L Social

Let's make them smile with what we have Reward

The next step is to get across how this collaboration will benefit the blogger, not you. Don't focus too
much on self-promotion, instead try to get across what's in it for them, how you will promote them (be
it via social media channels, an email campaign, your website) & be introducing them to a new, fresh
audience. Yours. 

Your objective is for the blogger to read your email & be like "Wow, I have to work with this brand."

If you want to go one step further, which I always suggest my clients do, them write them a
personalised letter & send them a little gift box of goodies. A mix of products you know they love & one
or two of your products. How? You're wondering. Well, you can email them initially (as below) but then
add that you want to make her up a personalised gift box & would they please send you their address.
This approach will help you stand out from the rest & show how much time you've taken to get to
know them. 

If the gift box approach is too much effort or over budget for you, reward the blogger by again going
to flattery, for example: “I just love your 1950's romantic style; a style I love but am still yet to find the
confidence to adopt it in everyday life. We at [insert brand name] have a quirky, one-off necklace that
would just make your outfit pop; the one you posted on Instagram on 5th May.”

Copyright © 2019 S L Social

Blogger outreach email example Example

Hi Claire,

I recently came across your blog on Pinterest. I saw your picture of the J.Crew
statement necklace that you posted a few weeks ago and loved the photo. You cropped
the photo in a really unique way and I always find myself drawn to that more atsy style
of photography.

Anyway, I know you get tons of these emails, so I’m going to keep this super quick! I
started my own jewelry line a year ago. We started on Etsy and are now launching a real
store. I’m looking for bloggers that have a classic style with a bit of an edge. When I saw
your photo on Pinterest, I was positive that you’d be perfect for this! And I’m even more
positive after clicking through the last few months of your posts.

I wanted to see if you’d be up for collaborating. I’d love to explore options with you.
Perhaps we could do a sponsored post or even a giveaway might be fun. Here’s a link
to my site!

I can’t wait to hear what you think!
Sarah

Copyright © 2019 S L Social

Personalised blogger outreach email example Example

Dear Katrina,

I recently wrote to you asking for your details so I could send you a personalised gift from us here at
[brand]. You mentioned your love for orange items so I have chosen this easy-to-wear sweater which
can be styled for day or night. [insert product images]

I searched for something with a fox on just for you, but we only stock men’s boxer shorts with a fox
print on, so I steered away from that! I hope you like this product I have chosen for you. I have also
included a pretty white watch to complete your look.

We would love for you to write an honest review for this and point your readers in the right direction of
our 'New In' category: [insert link]

Enjoy your petite gift from us and we hope the [brand] canvas bag comes into use over the summer
too.

Much love,

Sarah x

Copyright © 2019 S L Social

Notes for my outreach plan Ideas

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