Building an onboarding doc project: Social Media Manager | Smartlead

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Welcome to Smartlead, Sushmita

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We are thrilled to welcome you as our new Social Media Marketing Manager. Your expertise in social media strategy and management will play a crucial role in elevating our brand presence and engagement.

This onboarding plan is designed to provide you with the necessary information and resources to integrate smoothly into our team and make a significant impact. The guide will give you a clear understanding of what’s expected in the first 30, 60, and 90 days from you.

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About Smartlead

Smartlead.ai is a powerful cold email automation platform designed to help businesses scale their outreach efforts and drive significant revenue growth. Our mission is to turn email outreach into a reliable, data-driven revenue engine by enabling users to engage with prospects more effectively and at scale.

Founded in 2022 by Vaibhav Namburi, Smartlead has quickly grown into top 4% of the fastest-growing AI-powered SaaS companies in the world, serving over 10,000 users across various industries. Our platform simplifies the complex process of email outreach by offering seamless integrations, advanced inbox placement tests, and mailbox monitoring to ensure top-notch deliverability and results.

Smartlead is trusted by lead generation agencies, sales teams, recruiters, and marketers worldwide to boost lead engagement, improve email deliverability, and maximize conversions. We’re a bootstrapped, profitable startup, consistently pushing the boundaries of what outreach automation can achieve.

At Smartlead, we are proud of our innovative culture, global remote team, and dedication to helping our customers succeed.

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Users

Smartlead primarily serves businesses focused on cold email outreach, lead generation, and sales automation. Our customers range from lead gen agencies to sales teams and recruiters looking to improve their outreach efforts and drive revenue growth.

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Market

We are positioned in the SaaS market, particularly focusing on outreach automation and email marketing. The lead generation space is competitive, and our main competitors are companies offering cold email solutions and CRM systems with outreach features.

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Product

Smartlead.ai is an advanced email automation platform that allows businesses to scale their cold email outreach while ensuring deliverability and personalization. Our product’s core strength is its ability to integrate with other tools and provide mailbox monitoring, inbox placement tests, and warmup features to ensure better outreach success rates.

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Team

1. Growth and Marketing:

• • Focuses on driving user acquisition, retention, and revenue growth by optimizing the customer journey through data-driven experimentation.
  • Focuses on building the brand through content marketing efforts like SEO, content marketing, paid ads, email marketing, and social media efforts.

2. Product:

• • Defines the product vision, strategy, and roadmap based on market research and customer feedback. Collaborating with engineering to turn ideas into reality.
  • Ensures the product delivers value to customers and aligns with business goals.

3. Engineering/Tech:

• • Develops, maintains, and scales the SaaS product based on specifications from the product team.
  • Responsible for the technical aspects, including coding, system architecture, and bug fixes.
  • Builds and deploys software features, ensuring the platform is stable, secure, and scalable
  • Collaborating with product and customer support to address user concerns

3. Customer Support:

• • Assists customers by resolving their issues, answering questions, and ensuring a positive user experience.
  • Troubleshoots product-related issues, escalates technical problems to engineering if needed, and collects & relays user feedback to the product team.

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Important links​

Website
Our Help Center

YouTube Channel
LinkedIn
Twitter
Instagram

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Growth Docs

Marketing SOPs
(Note: Confidential Docs - links not to be shared)

• Social Media Management
• Brand and Communication Guidelines
• Feature Release/GTM
• Content Creation and Management
• YT Video Release - External Creators
• Brand Partnership and Collaboration
• Influencer Marketing Strategies
• Affiliate Marketing Programs

Introduction to the Role: Social Media Manager

As the Social Media Manager at Smartlead, you play a pivotal role in amplifying our brand’s voice, increasing online visibility, and building meaningful connections with our audience.

You will be responsible for developing and executing a comprehensive social media strategy that aligns with Smartlead’s business objectives. Your work will directly influence how our brand is perceived, foster community engagement, and drive lead generation efforts.

Who​

As the Social Media Manager at Smartlead, you’ll drive our online presence, engage with our community, and collaborate with teams across marketing, product, design, and customer success. You’ll also work with influencers and partners to help expand our reach and build meaningful connections.

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What

Your primary goal is to increase website traffic from social media by 3X and boost signups by 2X over the next six months (by the end of Q3).

Why

Social media plays a vital role in positioning Smartlead as a leader in cold email automation. Your work will keep our audience engaged and excited while driving key business outcomes like lead generation and customer acquisition.

We've seen a clear link between social media engagement and increased website traffic, which directly leads to more signups.

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Objective

Our social media strategy centers on building a strong online presence, engaging with our audience and driving brand awareness.

We want our SMM to focus on creating valuable content loops that resonates with our target audience and encourages interaction; therfore drving us towards the goal.

1. Increase Brand Awareness:
2. • We aim to expand our reach and ensure more people know about our brand. This involves growing our follower base across all platforms and increasing our online visibility.
   • We aim to increase our LinkedIn follower base from 25K to 35K by the end of Q3 through organic efforts.
3. Engage Our Audience:
4. • Engagement is key, and we want to foster a community where our followers feel connected and valued - respond to comments promptly, participate in conversations and tags where Smartlead is mentioned, and focus on creating user-generated content.
5. Drive Traffic and Signups to Our Website:
6. • One of our main objectives is to use social media to drive traffic to our website.
   • As mentioned above, we aim to increase website traffic from social media by 3X and boost signups by 2X over the next six months (by the end of Q3).
7. Monitor and Improve:
8. • Continuous improvement is crucial. Regularly analyze social media performance, monitor trends, and adjust our strategy based on data and feedback.
   • Eg. The current trend is Linkedin is pushing out more short-form video content on the channel; similar to IG and YouTube. A little effort now can drive us huge impressions and engagement because of changing algorithms.

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Role and Responsibilities

As the Social Media Manager, your primary mission is to develop and execute content strategies that amplify brand awareness, drive engagement, and generate leads. We're seeking someone self-driven, adaptable, and ready to thrive in a fast-paced, remote environment.

1. Strategy Development and Execution:
2. • Develop and implement the overall social media strategy.
   • Align social media activities with business goals and marketing objectives.
3. Content Creation and Management:
4. • Create, curate, and manage content across all social media platforms.
   • Develop a monthly social media content calendar.
5. Brand Voice and Consistency:
6. • Ensure consistency in the brand voice and visual elements across all social media channels.
   • Develop and maintain a Brand Guideline for Smartlead.
7. Community Engagement and Management:
8. • Engage with the online community, responding to comments and messages.
   • Develop and implement community management strategies and campaigns.
   • Foster relationships and nurture community members.
9. Performance Analysis and Reporting:
10. • Analyze social media metrics to measure the success of campaigns.
    • Create and present monthly performance reports.
    • Use insights to optimize content and strategies.
11. Collaboration:
12. • Work closely with the design team to enhance the visual appeal of social media content.
    • Collaborate with the marketing team to align social media efforts with broader campaigns.
    • Establish connections and collaborate with key team members in marketing, design, and other relevant departments.
13. Influencer Partnerships:
14. • Identify and establish partnerships with influencers to expand reach and engagement.
15. Crisis Management:
16. • Handle negative comments and crises on social media professionally.
    • Provide excellent customer service through social media channels.

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Key Performance Indicators (KPIs)

To measure our social media success, we focus on the following KPIs:

1. Follower Growth: The number of new followers we gain over a specific period (e.g., 35K followers by the end of Q3)
2. Engagement Rate: Tags by users/customers, likes, comments, shares, and overall interaction with our posts. (e.g: 30-35% increase in impressions, 25% increase in post reactions, 20-25% increase in the number of tags and mentions)
3. Website Traffic: The traffic driven from social media to our website (e.g., increase social traffic to website by 3X).
4. Signups: The number of signups through social media campaigns (e.g., a 2X increase in signups to free trials).
5. Revenue: Monthly recurring revenue from social media efforts (hitting our MRR and LTV targets per month).
6. Brand Sentiment: Numbers of tags and posts mentioning Smartlead use case for their growth.

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First 7 days

Your Focus: Setting up and understanding the essential tools, systems, and team structure.

1. Set Up Workspace:

• Slack Profile: Access our communication channels (Slack) for team collaboration.

• Access to SM accounts/Tools/Notion and Google Drive: Ensure you can access all relevant accounts, tools, documents, templates, and knowledge bases.

• Calendar Setup: Block out time for onboarding sessions, team meetings, and personal work blocks.

2. Go Through Important Docs👆

• Additionally, familiarize yourself with the product’s core features and user base.

• Check out previous campaign performance metrics and brand guidelines.

3. Team Conversations
   Set up one-on-one calls with the team members mentioned below to understand their roles and functions in the company.

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Meet Key Team Members:

Vaibhav Namburi (Founder)
Discuss the company’s growth trajectory, long-term vision, and his expectations for social media’s role in Smartlead’s brand.

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Swapnil Kumar (Head of Growth)
Alka Gupta (Head of Content)

• • Talk about current strategies, target audience, and which platforms are most critical.
  • Understand the ongoing campaigns and how your role will contribute to the more significant marketing efforts.
  • Discuss brand guidelines, visual elements, and the workflow for content creation.

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Iknoor Singh Sandhu (Senior Product Manager)

Talk about how product features are evolving, what upcoming releases are in the pipeline, and how to highlight new features effectively through social media.

Vijay K. (Head of Customer Success)

Dive into customer pain points and feedback to ensure social media content addresses real user challenges and fosters community engagement.

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Growth & Marketing Team

Set up one-on-one calls with each growth and marketing team member to align yourself with the team's overall marketing processes, work culture, goals, and expectations for social media strategy.

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30-60-90 Day Plan

This 30-60-90 day plan is designed to give you the context, clarity, and confidence to thrive in your role as Social Media Manager at Smartlead.
The plan outlines your key responsibilities, milestones, and outcomes for the first three months. By following this, you’ll gain a strong understanding of the brand, the tools you’ll use, the team you’ll collaborate with, and the social media strategy you’ll be leading.

The goal is to help you effectively manage and elevate Smartlead’s online presence while contributing to business growth.

What to Expect​

• A deep dive into Smartlead’s social media landscape.

• Opportunities to develop a content strategy that drives engagement and traffic.

• Clear deliverables and milestones for each phase to track your progress.

• Collaboration with key team members to fully understand our brand, product, and audience.

What This Will Help You With​

• Building a solid foundation of the brand, product, and target market.

• Developing the right strategies for user engagement and lead generation.

• Building relationships with internal teams for efficient collaboration.

• Delivering immediate value through data-driven social media strategies.

Next Steps​

• Follow the milestones and expectations outlined in each phase.

• Set up introductory meetings with team members.

• Get started with the tools and resources provided to familiarize yourself with the systems in place.

• Submit your project on Users, Market, Product, Growth Docs, and Team within the first 2 weeks.

30-Day Plan: Laying the Foundation

Core Outcomes​

• Understand Smartlead’s goals, culture, users, market, and social media landscape.

• Familiarize yourself with the tools, workflows, and team dynamics.

• Start executing a basic social media strategy.

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Specific First 30 Days Responsibilities

• Set-up one-on-one calls with every team member as specified in the 7-day plan.
• Review existing social media content, analytics, and performance reports.
• Develop an SMM calendar with 8 content pillars.
• Set-up automation for day-to-day social media posting.
• Start engaging with social posts with tags and mentions to Smartlead.

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60-Day Plan: Strategy & Collaboration

Core Outcomes​

• Develop a solid brand guideline for Smartlead’s social media.

• Begin influencer and community engagement campaigns.

• Start generating measurable results through data-driven adjustments (check KPIs).

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Specific Days 30-60 Responsibilities

• Analyze social media performance metrics and create a monthly reporting format.
• Identify high-performing content and propose repurposing strategies.
• Collaborate with the design team to develop a comprehensive Brand Guideline.
• Implement community management strategies (like activating our Slack Community and clean-up redundant channels, setting up community guidelines)
• Begin establishing influencer partnerships with Smartlead as well as non-Smartlead users.
• Going live with user-generated content/tutorials for our YouTube channel.

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90-Day Plan: Optimization & Expansion

Core Outcomes

• Fine-tune social media strategies based on data and insights (keep an eye on your KPIs).

• Scale content production and engagement campaigns adhering to our social media calendar.

• Achieve measurable growth in traffic, engagement, and sign-ups (Check KPIs for numbers).

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Specific Days 60-90 Responsibilities

• Refine the social media strategy based on performance data.
• Optimize content topics, formats, and posting schedules.
• Repurpose top-performing content and explore new content ideas.
• Handle 3 meetings a week focused on upcoming brand campaigns.
• Going live with Influencer Partnership for Linkedin.

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