Did you miss the MarketingProfs B2B Forum in Boston? Be sure to check out Janet Driscoll Miller's presentation featuring how you can enhance your search marketing via demographics you can
Harness Social Demographics for B2B Search Advertising
1. JANET DRISCOLL MILLER
PRESIDENT AND CEO
SEARCH MOJO
SUPERCHARGE YOUR B2B
SEARCH ADVERTISING
BY HARNESSING DEMOGRAPHICS
FROM SOCIAL NETWORKS
2. AGENDA
• Why Social?
• Social Advertising
– Options
– Benefits
– Challenges
• Social Logins
• Harnessing Social via Retargeting
3. WHY SOCIAL?
• Offers what search often lacks
– High level of demographic targeting
Facebook LinkedIn
Likes Industry
Gender Gender
Status Update Title and/or Function
Geographic Region Geographic Region
School Company Size
Age Seniority Level
14. SETTING UP AN AD CAMPAIGN
• Headline:
25 characters
• Body:
75 characters
• Image:
50x50 pixels
15. LEAD COLLECTION
• People who click your ads have the option to
request contact
• Notified by email of request for more info
16. CHALLENGES
• Text Ads need to be rotated frequently
• Display and Social ads need to be planned
very far in advance for LinkedIn Account
Manager
• Consider testing offers
– Limited time offers seem to drive more clicks
18. MARKETING WALL
• Benefits
– Gain more leads from content resources
– Get more information from existing leads
• Challenge
– More form fields = lower conversion
– Can be a barrier to content sharing
19.
20. SOLUTION: SOCIAL LOGIN
• Use Facebook or LinkedIn as a login
option using OpenGraph protocol
• Benefits:
– Fast signup
– Likely leads to higher conversion
– Learn additional information (demographics)
– Spam reduction
24. WHAT IS RETARGETING?
• Form of display advertising
• Available through Google as
“Remarketing”
• Serves ads to previous visitors
– Landing page or website visitors
– Allows us to “recycle” those clicks that do
not immediately convert
27. Google
Retargeting ads
focused on dogs
show to user
User Responds to Offer
(Fills out form)
User Does Not Respond
to Offer
(Doesn’t fill out form)
User clicks
on social ad
Mark
person as
dog lover
Ad targeted towards
dog lovers
Landing page, focused
on dog products
SOCIAL W/RETARGETING
28. User Does
Not Respond
to Offer
(Doesn’t fill
out form)
NURTURE PERSONAS
Google
Retargeting
ads focused
on dogs
show to user
Nurture with dog-
related emails,
landing pages and
messages
User Responds to Offer
(Fills out form)
Person
marked as
dog lover