No matter how small your marketing budget, social advertising provides the flexibility for the smallest businesses to benefit from digital advertising. In this webinar we’ll look at how to write compelling ad copy and set up advertising campaigns on Facebook and LinkedIn. We’ll also share some best practices and some of our key learnings from our own digital advertising campaigns. Find out how to get started with social advertising today!

1. Elise McFarlane, Global Marketing Manager
marketing@printfleet.com
November 27, 2018
Digital Advertising
101

2. PRINTFLEET
Device Management Learn moreabout MPS
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collecting data on over 14M devices
• Collaborative R&D relationships with all
manufacturers
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largest OEMs, Distributors and Dealers
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DIGITAL ADVERTISING 101

3. PRINTFLEET DIGITAL ADVERTISING 101
Paid Advertising
FAQs

4. PRINTFLEET DIGITAL ADVERTISING 101
No, you don’t need to do paid advertising, but many social platforms offer
affordable advertising options that can help you extend your reach, grow your
audience and generate leads. You can also set up paid advertising campaigns to
promote your local market presence or break into new markets, no matter how
large or small your budget.
Do you need to do paid advertising?

5. PRINTFLEET DIGITAL ADVERTISING 101
Yes and no. If you are just getting started, developing your organic marketing
activities (website, blog, organic social, email) should be a top priority. What is your
brand messaging? Who is your target audience? How will you go to market with
your solutions and services? Once you have refined your organic strategy, you can
complement and amplify these initiatives with paid advertising.
Are organic activities and SEO enough?

6. PRINTFLEET DIGITAL ADVERTISING 101
Yes. Inbound marketing is all about creating valuable experiences for buyers by
attracting prospects and customers to your website and blog through relevant,
helpful content. Many of the tactics used in inbound are organic, but that doesn’t
preclude paid advertising. You can be an inbound marketer and do paid advertising;
the key is to maintain an inbound methodology – helping visitors and providing
engaging content to help them succeed.
Can you do paid advertising and inbound?

7. PRINTFLEET
Poll #1: What is the breakdown of your marketing initiatives?
DIGITAL ADVERTISING 101
0
5
10
15
20
25
30
35
Mostly paid, some organic Approximately equal paid and
organic
Mostly organic, some paid I don't know

8. PRINTFLEET DIGITAL ADVERTISING 101
Writing
Compelling Copy

9. PRINTFLEET
Using Your Marketing Toolkit
• Think of your buyer personas and what they are trying to accomplish
• Appeal to their pain points
• Anticipate any objections they may have
• Consider your brand identity
• Use on-brand language they expect from your company
• Adjust your tone for the platform
DIGITAL ADVERTISING 101

10. PRINTFLEET
Using Psychology
DIGITAL ADVERTISING 101
Emotion
Logic
Zeigarnik Effect
Scarcity Principle
von Restorff Effect
Authority Principle
FOMO
Loss Aversion
Liking Principle
Herd Mentality

11. PRINTFLEET
Optimizing Content for Search
• Whether it’s paid or organic, compelling copy leverages searcher intent
• Do your keyword research
• What terms are visitors using to find you online?
• What terms do you want to rank highly for? Keep in mind search volume
and competitiveness of keywords
• Incorporate keywords in your ad copy
• Social media (paid or organic) will not directly affect your organic search
results, but it can influence referral traffic which will, in turn, improve your
organic results
• Create consistency in your messaging across all paid and organic content
DIGITAL ADVERTISING 101

12. PRINTFLEET
Ad Copy Best Practices
DIGITAL ADVERTISING 101
• Be concise – you are often limited by character counts
• Use verbs – clear action words tell visitors what their next steps are
• Ensure the value is clear – communicate the benefits to your audience
• Experiment with numbers – make it easy for visitors to quantify your offering
• Use psychology in your copy – consider your buyer personas and their unique
goals and pain points
• Incorporate keywords – keep your messaging consistent across organic and paid
communications

13. PRINTFLEET
Poll #2: If you do paid advertising, which platforms do you use? Please select all that apply.
DIGITAL ADVERTISING 101
0
10
20
30
40
50
60
70
80
90
Google Ads (PPC) Facebook LinkedIn Twitter Bannder display ads

14. PRINTFLEET DIGITAL ADVERTISING 101
Facebook
Ads Manager

15. PRINTFLEET
Boosting a Post
DIGITAL ADVERTISING 101
Getting started
If you’re new to advertising on
Facebook, try boosting a
quality organic post to get the
hang of things before building
a campaign in Ads Manager

16. PRINTFLEET
Creating a New Campaign
DIGITAL ADVERTISING 101
Mapping ads to the
buyer’s journey
Awareness
Brand focus
Consideration
Education
Decision
Sales focus

17. PRINTFLEET
Choosing Your Audience
DIGITAL ADVERTISING 101
Use your buyer personas
to guide your audience
information
If you don’t have buyer
personas, use what you
know about your current
customers
Using your buyer
personas

18. PRINTFLEET
Setting Your Budget
DIGITAL ADVERTISING 101
Budget
• You can set your budget based on
daily spend or lifetime spend
• You can also set the schedule to run
your ad continuously or within a
specific timeframe (e.g. campaign
length)
Advanced options
• Adjust bid strategy to manage cost
per lead

19. PRINTFLEET
Designing Your Ad
DIGITAL ADVERTISING 101
Experiment with ad formats
to find out what engages
your audience most
Use A/B testing when running
a campaign – only change
one detail to accurately
measure the effectiveness
Always be testing

20. PRINTFLEET
Converting Visitors
DIGITAL ADVERTISING 101
Tip: Add URL Parameters for reporting purposes –
know which ads are working and which aren’t
Tip: Treat your Facebook form like any lead gen form –
ask for the information you need to qualify leads

21. PRINTFLEET DIGITAL ADVERTISING 101
LinkedIn
Campaign Manager

22. PRINTFLEET
Choose Your Ad Product
DIGITAL ADVERTISING 101
LinkedIn provides a variety of
ways to advertise - on the
sidebar, in the LinkedIn Feed
and via InMail
There are pros and cons for
each, so consider what would
work best for your audience
Ad placement

23. PRINTFLEET
Campaign Information
DIGITAL ADVERTISING 101
If you are sending visitors
to your website, always
send them to a page with a
lead gen form so you don’t
miss out on an opportunity
to convert them
Converting leads

24. PRINTFLEET
Designing Your Ad
DIGITAL ADVERTISING 101
If you are choosing an
existing post to promote,
ensure it’s one that
performed well organically
Use what you know

25. PRINTFLEET
Choose Your Audience
DIGITAL ADVERTISING 101
LinkedIn enables you to
create an audience based on
key demographic information
in your buyer personas
Use company and job
information to build
your audience

26. PRINTFLEET
Set Your Budget & Schedule
DIGITAL ADVERTISING 101
Use the forecasting panel to
experiment with your budget
and schedule – what will get you
the most impressions and clicks?
How can you optimize your click-
through rates?
Optimizing ad performance

27. PRINTFLEET
Poll #3: What is your greatest challenge with paid advertising?
DIGITAL ADVERTISING 101
0
5
10
15
20
25
30
35
Resources and education Budget Setting up paid
campaigns
Reporting on paid
campaigns
Other

28. PRINTFLEET DIGITAL ADVERTISING 101
You don’t need to advertise, but
if you do…
Remember that traditional print
advertising is not enough – you
need to be doing digital as well

29. PRINTFLEET
• Digital Marketing Field Guide
Get everything you need to develop an effective digital marketing strategy, including
worksheets and templates for your buyer personas, editorial calendar and more.
Download the eBook here.
• Digital Marketing Blog Series
• Is email marketing dead?
• Using Lead Forms for Targeted Content
• SEO for Beginners
• Social Media 101
• Creating Your Buyer Personas
• Strategic Planning: Your Mission, Vision & Values
Resources
DIGITAL ADVERTISING 101

30. PRINTFLEET
Contact
Visit www.printfleet.com or call us at 1.866.382.8320
Let’s have a conversation!
Contact us today to learn more
about PrintFleet.
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date with PrintFleet.
DIGITAL ADVERTISING 101

31. Thank You