Promoting

my brand
 Promoting my brand on social media
(Part II)

Content page
1. Introduction 2
2. Mind Map 3

3. Let’s read and write! 4

3.1.Web page and Social Media advertising 4
3.2 Marketing Plan 6
3.2.1 Marketing Plan example 7
3.2.2 Marketing Plan format 8

4. Let´s listen and talk! 9

4. 1 Social Media Content Schedule 9
4.1.1 Kind of content for social media 9
4.1.2 Tips for posting on Social Media 9
4.1.3 Creating a Social Media Schedule 11

5. Facts to know 12
5.1 Modal verbs 12

6. Glossary 14
7. Bibliography 15
8. Creative Commons 16
9. Credits 17

FAVA - Formación en Ambientes Virtuales de Aprendizaje SENA - Servicio Nacional de Aprendizaje 1

 Promoting
my brand

Introduction
Hi there! I’m Lisa Olsson. It’s a pleasure to work with you again!

This time, we are going to focus our learning on understanding how to use social
media to promote your brand. First, we are going to get contextualized by reading
the text: «Web page and Social Media advertising» to understand how Internet
searches works. After that, we are going to have an overview of a basic Marketing
Plan format to get important information to design advertisement strategies. Then,
we are going to focus on Social Media: the kind of content to share, tips for posting,
and clue information for creating a Social Media Schedule. Finally, we are going to
work on Modal Verbs, important information to develop the final evidence.

I hope you enjoy this material as much as I do!

Let us begin!!!

FAVA - Formación en Ambientes Virtuales de Aprendizaje SENA - Servicio Nacional de Aprendizaje 2

 Mind Mind
map
map
Comprehension
practice
Web page and Social
Media advertising
Presentations
Marketing Plan
example
Marketing Plan
Marketing Plan
Promoting
my brand
format

Kinds of content Comprehension

for social media practice
Social Media
Schedule
Tips for posting
on social media
Creating a
Social Media
Schedule

Modals

Let’s read
and write!
Let’s get some context by reading
the next text: «Web page and Social
Media advertising». Pay attention to the
highlighted words; they contain useful
information for you to develop the
comprehension activities that follows at
the end.
Web page and Social Media advertising
Years ago, been found during an Internet
search wasn’t really a difficult feat,
because it didn’t require any kind of
special skills or an advanced knowledge
of the search engine system like it does
now. Thanks to the search algorithms that
were introduced to the engines and their
evolution over time; getting discovered,
visited, or found, has become a more
complicated undertaking, one that
requires a certain technical know-how,
information management skills, and
FAVA - Formación en Ambientes Virtuales de Aprendizaje
a powerful sense of adaptability and
change.
Check your comprehension
Taking into account
the last paragraph,
read each one of
the next statements
and select the most
appropriate option
The factor that made being found on
Internet searches more difficult was:
A. New search engines.
B. The diversity of advertisement.
C. New search algorithms.
D. The establishment of barriers.
Many of us, possess quite a knack for
online search, which makes us able to
find things that are hard to come by; we
know the keywords, we know what terms
and what phrasing to use, and we know
that things may be found beyond the first
page of a Google search. However, for
the general population, this may not be
the case, and as you may know, this top
result Google page is the most powerful
tool for advertising there is; being one of
the first found items for a search in your
niche will increase traffic in your page,
SENA - Servicio Nacional de Aprendizaje
will boost your sales, and will ultimately
create a huge and favorable image for
yourself or your company. But, getting
there is not a piece of cake; in fact, it
may result to be a nearly impossible task
the challenge of organically appearing
at the top of the Google search result
pages (SERPs).
Check your comprehension
Taking into account the
last paragraph, read
each one of the next
statements and select
the most appropriate
option
In context, the first results page of
Google is:
A. A source of interesting information.
B. An environment for free sharing.
C. A resource for big companies.
D. A great tool for advertising.
First and foremost, you must understand
that making your Webpage or Social
Media profile a hot search topic or result
is not a fast process, in fact, it may be
quite slow paced; we are a generation
that strives for immediate rewards in
almost every activity we take on, but in
4
this case, that desire for fast results may
become a disadvantage. If you don’t
want to falter and fail in advertising your
profile or Webpage, it must be clear to
you that the intense initial efforts will
most likely translate into little gain or
result; you will work your hardest for a
meager amount of web traffic; but this
is the natural course of things, and like in
many other aspects of life, the first step
is usually the most difficult one.
Check your comprehension
Taking into account the
last paragraph, read
each one of the next
statements and select
the most appropriate
option
The start of the process of
successfully advertising a web page
or social media profile requires:
A. Patience and hard work.
B. Luck and favorable circumstances.
C. Uncountable resources.
D. An assortment of ideas.
If you don’t want to falter and fail in
advertising your profile or Webpage, it
must be clear to you that the intense
FAVA - Formación en Ambientes Virtuales de Aprendizaje
initial efforts will most likely translate into
little gain or result; On the other hand,
designing adverts for and objectively
selected audience, although they may
not reach as many individuals as before,
may result in a much more favorable
business model, because of a higher
conversion rate. These two distinct types
of advertisements are commonly known
as fat-heads, the broad kind; and long-
tails, the more specifically directed kind;
it is important to note, that this first kind
may require a higher capital investment
due to its nature.
Check your comprehension
Taking into account
the last paragraph,
read and identify if
the next information
is true or false.
Having a defined target audience is
important for the design and spread
of adverts.
True False
Before you start advertising you must
first consider the aspects that will make
your webpage or social media profile
enticing, and that will make people find
SENA - Servicio Nacional de Aprendizaje
it and visit it more. You must make sure
your keywords are well established, and
are specific to your niche; enticing, from
this trend will make your page or profile
harder to distinguish; you must also
ensure that the content of your page is
of quality, if such is the nature of your
services, this content must be updated
regularly. The information any potential
client may need must be easy to find,
and the visuals have to be striking and
must make an impact on the mind of any
visitor.
Check your comprehension
Taking into account
the last paragraph,
read and identify if
the next information
is true or false.
Interesting content and striking
visuals make a web page
uninteresting
True False
If you’re satisfied with the content of
your social media profile or your web
page, and its design in the case of
the latter; then you are ready to start
promoting your page and services.
5
There are multiple ways to start this
process. Many popular sites give you the
opportunity to use them as advertising
canvases; Facebook, for example, will
let you create or post adverts and will
also help you direct them specifically
to your desired niche; it may not be for
free, but the value of the advert reaching
these specific groups of individuals may
exceed the value of the investment.
Being active in the online community
can also work as great advertising; if
you have a blog, post important general
interest information regularly; and you
can also post in sites that your target
audience frequents, reviews and helpful
comments will make people notice you,
and consequently, your web page and
social media profiles.
Check your comprehension
Taking into account
the last paragraph,
read and identify if
the next information is
true or false.
There are sites that will let you post
your adverts for free or for a price
True False
FAVA - Formación en Ambientes Virtuales de Aprendizaje
If you can find someone else advertising
to your niche with a little more time in
the scene; you may be interesting in
collaborating with them, because their
audience will also start contacting you.
If you manage to get some clients
or some people interested, consider
making some exclusive offers for them;
that way it’s more likely that they will
recommend you, or tell other people
about your pages. And we can’t forget
the old fashioned vocal advertisement;
tell people you know about your sites
and profiles, tell them to contact you
if they are interested in the services
you provide. If you focus your efforts
in getting even one more client with
an advert wave, if you make sure your
current clients are satisfied; and if you
update your portals or profiles to match
keyword search trends when necessary
then you will, with work and dedication,
find yourself and your pages in the top
of the Google SERPs.
Check your comprehension
Taking into account
the last paragraph,
read and identify if
the next information is
true or false.
SENA - Servicio Nacional de Aprendizaje
Collaborating with other service
providers is not ideal and inefficient.
True False
Marketing Plan
As we read previously, the process of
promoting your web page and services
shouldn’t be left to chance if you want
to persuade your clients to buy your
products or services. Before you start
any kind of advertising process it is
important to outline your brand profile.
This is where a Marketing Plan is
important. A Marketing Plan helps you to
be clear about your brand goals and set
the tools and strategies to achieve them.
Creating a Marketing Plan can be time
consuming and, sometimes, a headache.
This is the reason why, the book editor
Ivanna Taylor has re-frame, in a one-
page, the basic marketing components
proposed by Philip Kotler and Michael
McLaughlin. Let’s take a look at it.
6
Marketing Plan example

MARKETING PLAN
Paws Doggie Day Care 2017

Marketing Theme: Fun without the Sun

Category
Strategy
My reason for existence: To provide pet owners within the city of Springfield a
safe and fun place for their pets.
What sets my business apart from the rest: An indoor pet park and play-land.
My ideal customer is: 1. Springfield professionals working in the 10 mile
radius
2.________________
3._________________
What’s most important to my ideal customer when 1. That their pets are safe
they are buying what I’m selling: 2. Pets can have fun in any weather
3. Exercise
What I want to accomplish this year: • Lease a building
• Recruit customers
The top 3 things that are going to get me there: 1. Direct mail in nearby developments
2. Drop-offs in office parks
3. Open house events
How much will each program contribute to my 1. Mail – 60%
revenue/profitability: 2. Drop offs – 15%
3. Open House – 25%
What will trigger my ideal customer to think of me: • Being stuck at work and pet needs to be let out
Programs / strategies I am running to reach my goal 1. Radio advertising
2. Social Media advertising
How much money will I need to get it done? 1. $50,000
2. $40,000

Taken and adapted from: https://smallbiztrends.com

FAVA - Formación en Ambientes Virtuales de Aprendizaje SENA - Servicio Nacional de Aprendizaje 7

Marketing Plan format

MARKETING PLAN
Your Company Name Year

Marketing Theme:
Category
Strategy
My reason for existence:

What sets my business apart from the rest:

My ideal customer is:

What’s most important to my ideal customer

when they are buying what I’m selling:
What I want to accomplish this year:

The top 3 things that are going to get me there:

How much will each program contribute to my

revenue/profitability:
What will trigger my ideal customer to think of
me:
Programs / strategies I am running to reach my
goal
How much money will I need to get it done?

Taken and adapted from: https://smallbiztrends.com

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 Let’s listen
and talk!

Taken from: Affiliate Marketing YouTube Chanel

Tips for posting on Social Media

Social Media Content Schedule
Posting on Social Media with marketing purposes cannot be taken lightly, actually,
To keep your brand in contact with your it needs to be made by professionals: a Social media Manager and a Community
clients is not an easy task. Let’s suppose Manager. But, don’t worry! If you have to do it by yourself, here you have some tips
that, after writing our Marketing Plan, for posting and not die in the attempt.
we find out that our ideal customer is a
Social Media active user. In this case, to
know how to create and publish content
for Social Media is a must.

Let’s find out some important information

for you to succeed when promoting your
brand on Social Media.

Kind of content for social media

To post the content that fits the most

with our marketing purpose is vital to be
successful on Social Media. Let’s watch
the next video to learn more about it.

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FAVA - Formación en Ambientes Virtuales de Aprendizaje SENA - Servicio Nacional de Aprendizaje 10
 Creating a Social Media Schedule

Every detail you are going to implement to promote your

brand needs to be planned. This is why, to create a Social
Media Schedule is mandatory if you want to generate
consistent results, align each post with our Social Media
strategy, marketing theme, or campaign, and optimize your
time.

There are many tools to manage Social Media Schedules.

Sara Nguyen, a Digital Marketing Strategist, bring as a useful
tutorial to understand how Social Media

Taken from: Sara Nguyen YouTube Channel

FAVA - Formación en Ambientes Virtuales de Aprendizaje SENA - Servicio Nacional de Aprendizaje 11

 May

Facts Uses Example

to know It is used for permissions.
It is used for expressing
probability or prediction.
-May I smoke here?
- No, you can’t, I’m sorry
We may have a meeting
tomorrow. I hope so.

Modal verbs Must

In English, we use modal verbs to express: ability, possibility,
Uses Example
permission, attitudes, and opinions, among others. Some of
the most commonly used modal verbs are the next ones: Used for strong You must go there. And do it
obligations. right now!
Can Expresses strong You must see it. It’s the best
recommendation. tutorial I’ve ever seen.
Uses Example Used it to express They must be at work by now.
Describes the ability to I can design a great Social certainty of the speaker. It’s already 9 o’clock.
do something. Media Campaign.
We can hire a Community
Expresses the possibility
Manager next month; we will
to do something.
have the budget for that.
Indicates that something It can be the best option for our
is probable. brand.
Expresses the
Why not? You can post that. It’s
permission to do
your Blog.
something.

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 It was wonderful to work with you
again! See you next time!

FAVA - Formación en Ambientes Virtuales de Aprendizaje SENA - Servicio Nacional de Aprendizaje 13


A piece of cake: Very easy to do.
Adverts: 1) An announcement in
a newspaper, internet, social media,
on television, or on a poster about
something such as a product, event, or
job; 2) advertisement.
Beyond: Farther on or away.
Boost: To increase, improve, or be
more successful.
Broad: Something that includes a large
number of different things or people.
Come by: To obtain it or find
something.
Due to: Because of.
Enticing: Extremely attractive and
makes you want to get it or to become
involved with it.
Exceed: To go beyond in quantity,
degree, rate, etc.
Falter: To stop being effective or
making progress.
FAVA - Formación en Ambientes Virtuales de Aprendizaje
Feat: A specialized skill. Rate of conversion: A conversion
rate is an equation that online advertisers
Headache: A cause of worry, and marketers use to compare the total
annoyance, or trouble. number of visitors to a website to the
number that become paying customers,
Hot: In this context, hot means subscribers or users. Conversion rates
currently popular or in demand. are extremely helpful to electronic
storefront owners, who can use website
Investment: Amount of money, time traffic results to determine what other
or effort you spend on something in marketing methods should be enlisted
order to make it a success. to increase product sales.
Knack: A particularly clever or skillful Rewards: 1) Something good that
way of doing something successfully, happens or that you receive because of
especially something which most people something that you have done, 2) Money
find difficult. that you receive for working.
Latter: When two people, things, or Striking: Very noticeable or unusual.
groups have just been mentioned, you
can refer to the second of them as the Strives: To devote serious effort or
latter. In this case, it is making reference energy.
to the web pages.
Take on: To begin to perform or deal
Meager: Not enough in quantity or with.
quality; insufficient.
Task: An activity or piece of work which
Outline: A general explanation or you have to do, usually as part of a larger
description of something. project.
Paced: Rate of movement. Traffic: The volume of customers
visiting a business establishment. The
Persuade: To move by argument, number of customers patronizing a
entreaty, or expostulation to a belief, commercial establishment in a given
position, or course of action. time period.
SENA - Servicio Nacional de Aprendizaje 14

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 Creative Creative
Commons Commons
 Credits
LÍNEA DE PRODUCCIÓN
Credits
PROGRAMA Producción de Multimedia
NOMBRE DEL OBJETO Promoting my brand on Social Media (Part II)
DISEÑADORES GRÁFICOS Caren Xiomara Carvajal Pérez
Julián Alberto Camargo Fonseca
Luis Carlos Reyes Parada
PROGRAMADORES Nilda Inés Camargo Suescún
Nancy Astrid Barón López
Milady Tatiana Villamil Castellanos
John Freddy Vargas Barrera
GUIONISTAS-PRODUCTOR DE MEDIOS AUDIOVISUALES Dolly Esperanza Parra Lozano
Jheison Edimer Muñoz Ramírez
ASESORAS PEDAGÓGICAS Janet Lucía Villalba Triana
Shirley Andrea Ovalle Barreto
LÍDER DE L A LÍNEA DE PRODUCCIÓN Zulma Yurany Vianchá Rodríguez

EXPERTOS TEMÁTICOS
EXPERTOS TEMÁTICOS Versión 1(2017): Lina Patricia Váquiro Rondón