Social Ads Strategies That Capture Audiences & Convert
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This document discusses strategies for crafting effective paid social media campaigns. It recommends treating social media strategies like building relationships by first understanding the audience and where they engage online. It then outlines a multi-channel approach using different social platforms to target audiences at various stages of the buyer's journey from awareness to advocacy. Lastly, it addresses challenges in measuring the results of multi-channel campaigns that involve multiple touchpoints, recommending attribution models that account for assisted conversions over multiple devices and channels.
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Social Ads Strategies That Capture Audiences & Convert
- 1. Crafting Paid Social Strategies That Capture & Convert Audiences
- 2. JD Prater – Head of Social Media at Hanapin Marketing – Conference Speaker – Blogger – Cyclist – @jdprater
- 3. Our Road Map 1. Meeting and Engaging with Your Audience 2. Crafting Multi-Channel Social Ads to Target and Capture the Full Funnel 3. Measuring the Results of Multi-Channel Social Media Marketing
- 4. Meeting and Engaging with Your Audience
- 5. Do You Believe in Love at First Sight?
- 6. Your Audience Doesn’t! Source: Smart Insights
- 7. Yet Our Marketing Campaigns Do? • It’s how we set up them • It’s how we measure them • It’s how we report on them
- 8. Most Social Campaigns Look Like This
- 9. What would happen if we treated our social media strategy like a relationship?
- 10. Step #1 Who am I?
- 13. ???
- 14. Step #2 Who do you want to attract?
- 15. How well do you know your audience? • Have you created personas? • Mapped out the buyer’s journey? • Is your content aligned? • Do you use social media? • Are you engaging? Relevant?
- 16. Look At Who You’re Attracting
- 17. Step #3 Where do they hang out?
- 18. Leading social media websites in the United States in May 2016, based on share of visits Source: Statista
- 20. Source: CMI, 2016 B2B Content Marketing Trends
- 22. Step #4 How do you appeal to people?
- 23. What’s Your Offer And Why Should I Care?
- 24. Step #1 – Who am I? Step #2 – Who do you want to attract? Step #3 – Where do they hang out? Step #4 – How do you appeal to people? Recap
- 25. Crafting Multi-Channel Social Ads that Target and Capture the Full Funnel
- 26. Let’s Craft A Relationship Funnel
- 27. Knapp’s 10 Stages of a Relationship (1978)
- 29. Buyer’s Journey In Reality
- 30. Awareness – Say Hi Goal First Impressions Are Everything. Establish That You Exist. Targeting Experiment with Various Social Networks + Layered Interest Targeting + LAL Value Exchange You Deliver Relevant Content in Exchange for Your Audience’s Attention Measurement Followers, CTR, CPC, CPV,
- 31. Consideration– Dating (Bachelor Style)Goal Generate Engagement With Your Target Audience and Address Concerns/Barriers Targeting Retarget Select Audience + Right Platform + LAL Value Exchange You’ve Earned Permission to Interrupt & In Return Your Audience Sees Relevant Info Measurement Shares, Engagement, CTR, Cost per Action
- 32. Decision – Commitment Goal Ask our Target Audience to Make A Commitment Targeting Very Specific Audience + Specific Network Value Exchange You’ve the Earned their Permission to Ask & Your Audience Now Has Something They Didn’t Have Before Measurement Cost per Acquisition
- 33. Adoption – Date Nights Goal Delight Your Customers To Keep the Spark Alive Targeting Previous Customers + Their Preferred Platform Value Exchange You’ve the Earned their & Your Audience Now Can Stay Informed With Your Brand Measurement Brand Affinity, Positive Sentiment, Engagement, CPC, Cost per Action
- 34. Advocacy – Your Defender Goal Inspire Audience to be Your Advocate and Driving Force Behind Your Word-of-Mouth Marketing. Targeting Previous Customers Value Exchange You’ve Earned Repeat Business & Customer Loyalty and Your Audience Connects on a Deeper Level with Your Brand Measurement Referrals, Loyalty Programs, Brand Affinity,
- 38. Measuring the Results of Multi-Channel Social Marketing
- 40. Which one of these moments gets the credit?
- 42. Buyer’s Journey In Reality
- 43. Measuring the Multi-Channel Funnel Source: Think With Google
- 44. Measuring the Multi-Device Funnel
- 46. “If a significant percent of your conversions have a greater than one path length, you have an attribution problem.” ~ Avinash Kaushik
- 47. The Problem With Last Click Attribution
- 48. Review Your Assisted Conversions
- 51. Source: Portent (https://www.portent.com/blog/analytics/rip-last-click- attribution.htm) Lead Gen - Time Decay Attribution
- 52. Source: Portent (https://www.portent.com/blog/analytics/rip-last-click- attribution.htm) eCommerce - Position Based Attribution
- 54. ROI ≠ Revenue
- 55. ROI = Awareness
- 56. ROI = Followers
- 57. ROI = Emails
- 58. ROI = Leads
- 59. ROI = Sales
- 61. ROI = Upsells
- 62. ROI = Retention
- 63. ROI = Loyalty
Notas do Editor
- JD – Introduce myself
- 51% percent of respondents said YES! Yet 35% said no. "Fifty-six percent of Americans believe in love at first sight, and the percentage is even higher for married people and those in relationships, according to CBS.com, which conducted the 60 Minutes/Vanity Fair poll.
- http://www.smartinsights.com/ecommerce/ecommerce-analytics/ecommerce-conversion-rates/
- You’re guaranteed to get slapped when you propose to a complete stranger. This doesn’t work because it’s creepy. You have to start by introducing yourself.
- How does the most valuable company in the world attract and retain people like me? It’s most through their ability to connect on an emotional level. The branding strategy of Apple focuses not only on their beautifully designed products but the needs and interests of their every customer. They’re so in-tune their customer’s emotions and the relationship maintain. To think like Apple is to think it terms of relationships.
- For those of you who don’t already know, I am a big believer in the idea that every brand and business has an individual personality and unique story to tell. And in any good story, there is always a main character who is pivotal to the narrative and storyline. This character becomes the heart of the story and over time develops into a person that the audience can relate to and identify with. How do you want to be seen? What’s your voice? What’s your story?
- How do you want to be seen? What’s your voice? What’s your story? Figure this out first, because it will have a positive influence on your relationships and social media efforts.
- s
- What do I want to accomplish with my social content? Maybe you want to educate or promote. This answer will guide the voice of your content. What tones complement the voice I want? A tone is an expression of language that supports your overall voice, so find a few that are good for your brand. What emotions are you trying to evoke in your customer? Identifying the emotional connection can help nail down the voice you are looking for.
- Look at who you’re attracting to understand who you want to attract. Facebook is still driving a higher percentage of traffic to news sites (41.4 percent) than Google (39.5 percent).
- Your potential customers hangout here. Since you know who you want to attract, it’s time to figure out how you can hang out with them. Leading social media websites in the United States in May 2016, based on share of visits
- Guess what? Everyone's doing it!
- Where do we hangout?
- Sell the Value, Not the Product - Sometimes marketers can get lost in the microscopic focus of selling a specific product or service. Boasting the features of something and harping on its shiny new elements is an easy trap to fall into. But in the long term, it’s not about the minutiae of a single aspect of what you offer. Companies can deliver social content of a similar vein by discussing the ways their product or service solves problems, avoids issues or brings certain emotions to customers’ lives. It’s important to take a step back and present the value of your company in a macro sense.
- Answering these questions will make your social media efforts more effective and efficient. This help determine your brand voice and how to speak to your audience.
- Knapp’s relationship model explains how relationships grow and last and also how they end. He developed a theoretical model for relational enhancement which routes the interpersonal development between two people.
- How do I know if I’m interested if I don’t even know you exist? It’s important to take a step back and present the value of your company in a macro sense. But from a deeper level, you’re trying to inspire their followers and generate genuine interest in your missions and work. As a marketer, your job at this stage is to create awareness of your product, service, or company, so that your buyers begin to understand what you do, and how you can help them. Content should be focused on your buyer’s pain points — not your product or brand.
- Education/Research/Comparison phase. Once your buyers begin to realize that they have a particular pain point, the research begins. For 72% of buyers, they’ll turn to Google. The first stage of research begins with general search terms as buyers explore the options at their disposal. At this point, buyers can begin to eliminate vendors who don’t provide the functionality or service that they’re looking for, narrowing their focus to just a few competing companies. Once buyers have their choices narrowed down to just a few companies, they’ll return to the research stage again. At some point in their research, buyers will begin doing in-depth comparisons of each vendor that they’re considering. This is the stage where they’ll start reaching out to sales reps for further inquiries or personalized product demos, so that they can really drill down into the features that matter to their teams. Buyers are usually looking for educational material, customer reviews, and testimonials at this stage. Make sure that these types of resources are readily available on your website. Consider using a marketing automation tool to begin tracking content downloads and collecting prospect information. While you’re not ready to start your sales pitch, it’s never too soon to start gathering insight into your prospect’s preferences.
- Don’t be surprised if your customer is still distracted and courting others even though they’re committing to you. Because, once they get too close to decision time, most buyers will have to secure buy-in from upper management. Any purchase that involves a monetary investment is going to require sign-off by c-level execs, so your buyers are going to begin focusing on content that contains information about pricing, ROI, and the bottom line to justify their expenditure. Finally, after days, weeks, or months of research, your buyers have selected a vendor and are ready to purchase. Think about how your customers’ lives will be improved by making a purchase with you.
- But just because your buyers have made a purchase, their work isn’t over. Most buyers will continue to research best practices, implementation guides, and more to make sure they’re ready to hit the ground running with their new tool. Also don’t be surprised if customers take to social media to ask questions. Make sure your team is ready to respond when this happens.
- If everything goes according to plan, and your buyers are happy with where they’ve ended up at the end of their journey, they can become a valuable marketing resource. Customer evangelists, who can speak positively about your product and the experience they’ve had with your company, are a powerful resource — and one that companies should work hard to cultivate. Now is a great opportunity for companies to take user-generated content as a viable component of social strategy.
- If everything goes according to plan, and your buyers are happy with where they’ve ended up at the end of their journey, they can become a valuable marketing resource. Customer evangelists, who can speak positively about your product and the experience they’ve had with your company, are a powerful resource — and one that companies should work hard to cultivate. Now is a great opportunity for companies to take user-generated content as a viable component of social strategy.
- https://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html#!/the-us/shopping/medium/generic-paid-search
- Who gets the credit again?
- A value close to 0 indicates that this channel functioned primarily as the final conversion interaction. A value close to 1 indicates that this channel functioned equally in an assist role and as the final conversion interaction. The more this value exceeds 1, the more this channel functioned in an assist role .
- http://www.aolplatforms.com/myth-busting-social-media-advertising
- http://www.aolplatforms.com/myth-busting-social-media-advertising
- Simply measured
- So why isn’t social media solving all our problems. It could be because your marketing campaigns believe in love at first and are looking for a one night stand. It’s how you set them up, measure them and report on them. Next time, let’s start with thinking like Apple begin with a simple hello.