1@erinsagin @andrewcaravella
2@erinsagin @andrewcaravella
Meet Your Presenters
Erin Sagin
• PPC Evangelist & Community
Manager
• 4+ years at WordStream...
3@erinsagin @andrewcaravella
Agenda: Our Traffic Funnel
Organic social media boosts:
• Reach of your social posts
• Size o...
4@erinsagin @andrewcaravella
Launch Poll
5@erinsagin @andrewcaravella
Optimize Organic Content to
Increase Reach & Awareness
#1
6@erinsagin @andrewcaravella
Step 1: Pull Historical Message Data
7@erinsagin @andrewcaravella
Step 2. Study Your Most Successful Posts
What Post Types Perform?
• Links
• Photos
• Videos
•...
8@erinsagin @andrewcaravella
Step 3: Leverage Hashtags in Your Posts
9@erinsagin @andrewcaravella
Step 4: Geo-Target Your Messages
10@erinsagin @andrewcaravella
Step 5: Determine the Best Days to Post
11@erinsagin @andrewcaravella
Step 6: Determine the Best Times to Post
12@erinsagin @andrewcaravella
Find New Prospects With
Active Social Listening
#2
13@erinsagin @andrewcaravella
Monitor Key
Phrases
• Brand Mentions
• Product Mentions
• Purchase Intent
• Customer Needs
•...
14@erinsagin @andrewcaravella
Improve Brand Awareness Through
Customer & Community Advocates
#3
15@erinsagin @andrewcaravella
Get Your
Customers
Talking
1. Identify customer thought-
leaders and active users
1. Underst...
16@erinsagin @andrewcaravella
Get Thought
Leaders Talking
1. Identify thought-leaders important
to your brand/category
• S...
17@erinsagin @andrewcaravella
Amplify & Extend Brand Reach
Through Employee Advocacy
#4
18@erinsagin @andrewcaravella
Individual Employees are Highly Connected
AVERAGE
305 Friends
55% HAVE
300–3,000 Connections...
19@erinsagin @andrewcaravella
The Benefits of Employee Advocacy
20@erinsagin @andrewcaravella
trusted community of 85,000
100 employees
x 850 connections
Activating Employees Amplifies B...
21@erinsagin @andrewcaravella
Build More Qualified Relationships
with 1-1 Engagement
#5
22@erinsagin @andrewcaravella
Engage with Customers Not Quite Ready to Convert
23@erinsagin @andrewcaravella
Step Up Your Mobile-Ad Game
#6
24@erinsagin @andrewcaravella
Mobile Is Officially a Big Deal
25@erinsagin @andrewcaravella
You Can’t Continue to Ignore Mobile
26@erinsagin @andrewcaravella
These Are All Too Familiar
27@erinsagin @andrewcaravella
Why the HECK Did We Create These Crappy
Landing Pages?!?! CRYING
28@erinsagin @andrewcaravella
Because Mobile Is Slow…
29@erinsagin @andrewcaravella
Because Mobile Screens Are Tiny…
30@erinsagin @andrewcaravella
Because People Are Dumb
31@erinsagin @andrewcaravella
% Who Switched to Full Site
32@erinsagin @andrewcaravella
Conversion Rates: Mobile Site vs. Full Site
33@erinsagin @andrewcaravella
Invest In New Mobile Landing Pages
34@erinsagin @andrewcaravella
In the Interim — Explore Call Only Campaigns
Bypass Your
Mobile Landing
Pages
Altogether!
35@erinsagin @andrewcaravella
Revamp Your Ad
Extensions & Formats
#7
36@erinsagin @andrewcaravella
Really, Erin?
37@erinsagin @andrewcaravella
Extensions Are Practically Mandatory
38@erinsagin @andrewcaravella
New AdWords Extensions
39@erinsagin @andrewcaravella
New BingAds Extensions
40@erinsagin @andrewcaravella
Extension Implementation Strategy
41@erinsagin @andrewcaravella
Utilize AdWords NEW!
Customer Match Feature
#8
42@erinsagin @andrewcaravella
Identity Based Marketing = The Future
43@erinsagin @andrewcaravella
Identity-Based Marketing in Google?!
44@erinsagin @andrewcaravella
Even Better Match Rates Than Facebook!
45@erinsagin @andrewcaravella
Putting It Into Practice
• Cross-Sell/Upsell/Resell existing customers
• Segment and priorit...
46@erinsagin @andrewcaravella
Amp Up Your Video Ads Efforts
#9
47@erinsagin @andrewcaravella
Video Ads Are Quickly Gaining Popularity
Video ad revenue is
expected to grow by
TWENTY PERC...
48@erinsagin @andrewcaravella
People LOVE to Engage With Video Content
49@erinsagin @andrewcaravella
Beat Your Competitors to the Punch
50@erinsagin @andrewcaravella
Leverage Existing Video Content
51@erinsagin @andrewcaravella
Use Video To Nurture Existing Prospects
with Customer Match
52@erinsagin @andrewcaravella
Good Results?
Broaden the Net with Similar Audiences!
53@erinsagin @andrewcaravella
Leverage Facebook Retargeting
#10
54@erinsagin @andrewcaravella
Remarketing Works Wonders
Yep, that’s
$56…on ice
cream. All thanks
to remarketing.
55@erinsagin @andrewcaravella
Conversion Rates Increase With Ad Exposure
56@erinsagin @andrewcaravella
Only One Problem…
57@erinsagin @andrewcaravella
Facebook Offers More Customization
58@erinsagin @andrewcaravella
You Can Go Bananas With Targeting
59@erinsagin @andrewcaravella
Create Super Targeted Ads That WOW Viewers
60@erinsagin @andrewcaravella
Launch Poll
61@erinsagin @andrewcaravella
Live Q&A
@AndrewCaravella @ErinSagin
62@erinsagin @andrewcaravella
Thanks for Attending!
Tweet your questions
@AndrewCaravella @ErinSagin
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The Traffic Trifecta: Driving More Sales Through Paid Search + Organic Social + Paid Social

5 945 vues

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Consumers who are exposed to a brand on social media are more likely to conduct a new search about the company on their mobile device. Even better, small businesses see the largest increase in referral traffic from social to search.

So, what does this synergy mean for your business? It proves that the customer journey is evolving and cross-channel marketing should be a big part of your online strategy.

Erin Sagin, PPC Evangelist at WordStream, and Andrew Caravella, Facebook expert at Sprout Social, will show you how to craft a consistent story across search and social to drive consumer discovery, traffic, and conversions.

During the webinar, you'll learn:
-Best practices for Paid Search & Paid Social
-The power of brand storytelling in Organic Social
-How to use multi-channel marketing as a lead vehicle

Publié dans : Ventes, Marketing
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The Traffic Trifecta: Driving More Sales Through Paid Search + Organic Social + Paid Social

  1. 1. 1@erinsagin @andrewcaravella
  2. 2. 2@erinsagin @andrewcaravella Meet Your Presenters Erin Sagin • PPC Evangelist & Community Manager • 4+ years at WordStream • Hoola hooper, avid traveler, and devotee of just about every Netflix original TV series • Tweet me! @erinsagin Andrew Caravella • VP, Marketing at Sprout Social • 3+ years at Sprout Social • Industry speaker, SoulCycler, Tennis fanatic and known jet- setter. • Tweet me! @AndrewCaravella
  3. 3. 3@erinsagin @andrewcaravella Agenda: Our Traffic Funnel Organic social media boosts: • Reach of your social posts • Size of your social following • Amount of search traffic you receive Integrated paid search and social strategies: • Capitalize on your newfound search volume • Convert social media impressions into revenue
  4. 4. 4@erinsagin @andrewcaravella Launch Poll
  5. 5. 5@erinsagin @andrewcaravella Optimize Organic Content to Increase Reach & Awareness #1
  6. 6. 6@erinsagin @andrewcaravella Step 1: Pull Historical Message Data
  7. 7. 7@erinsagin @andrewcaravella Step 2. Study Your Most Successful Posts What Post Types Perform? • Links • Photos • Videos • Gifs • Text Updates • Offers • User-Generated-Content What Content Performs Well? • Company Updates • Articles from Your Blog • Articles from Other Blogs • eBooks • Webinars • Templates • Free Tools
  8. 8. 8@erinsagin @andrewcaravella Step 3: Leverage Hashtags in Your Posts
  9. 9. 9@erinsagin @andrewcaravella Step 4: Geo-Target Your Messages
  10. 10. 10@erinsagin @andrewcaravella Step 5: Determine the Best Days to Post
  11. 11. 11@erinsagin @andrewcaravella Step 6: Determine the Best Times to Post
  12. 12. 12@erinsagin @andrewcaravella Find New Prospects With Active Social Listening #2
  13. 13. 13@erinsagin @andrewcaravella Monitor Key Phrases • Brand Mentions • Product Mentions • Purchase Intent • Customer Needs • Competitors • Misspellings “Chicago restaurants”
  14. 14. 14@erinsagin @andrewcaravella Improve Brand Awareness Through Customer & Community Advocates #3
  15. 15. 15@erinsagin @andrewcaravella Get Your Customers Talking 1. Identify customer thought- leaders and active users 1. Understand why customers would want to talk about you 2. Provide amazing customer support to ensure happiness 3. Engage with and amplify customer content as you would your own
  16. 16. 16@erinsagin @andrewcaravella Get Thought Leaders Talking 1. Identify thought-leaders important to your brand/category • Scale with tools • Buzzsumo or Followerwonk. 2. Follow their social profiles and engage with their content regularly 3. Ask them for content/blog quotes and contributions, then mention them when you post it 4. Grow the relationship until they organically share your content
  17. 17. 17@erinsagin @andrewcaravella Amplify & Extend Brand Reach Through Employee Advocacy #4
  18. 18. 18@erinsagin @andrewcaravella Individual Employees are Highly Connected AVERAGE 305 Friends 55% HAVE 300–3,000 Connections AVERAGE 208 Followers
  19. 19. 19@erinsagin @andrewcaravella The Benefits of Employee Advocacy
  20. 20. 20@erinsagin @andrewcaravella trusted community of 85,000 100 employees x 850 connections Activating Employees Amplifies Brand Reach
  21. 21. 21@erinsagin @andrewcaravella Build More Qualified Relationships with 1-1 Engagement #5
  22. 22. 22@erinsagin @andrewcaravella Engage with Customers Not Quite Ready to Convert
  23. 23. 23@erinsagin @andrewcaravella Step Up Your Mobile-Ad Game #6
  24. 24. 24@erinsagin @andrewcaravella Mobile Is Officially a Big Deal
  25. 25. 25@erinsagin @andrewcaravella You Can’t Continue to Ignore Mobile
  26. 26. 26@erinsagin @andrewcaravella These Are All Too Familiar
  27. 27. 27@erinsagin @andrewcaravella Why the HECK Did We Create These Crappy Landing Pages?!?! CRYING
  28. 28. 28@erinsagin @andrewcaravella Because Mobile Is Slow…
  29. 29. 29@erinsagin @andrewcaravella Because Mobile Screens Are Tiny…
  30. 30. 30@erinsagin @andrewcaravella Because People Are Dumb
  31. 31. 31@erinsagin @andrewcaravella % Who Switched to Full Site
  32. 32. 32@erinsagin @andrewcaravella Conversion Rates: Mobile Site vs. Full Site
  33. 33. 33@erinsagin @andrewcaravella Invest In New Mobile Landing Pages
  34. 34. 34@erinsagin @andrewcaravella In the Interim — Explore Call Only Campaigns Bypass Your Mobile Landing Pages Altogether!
  35. 35. 35@erinsagin @andrewcaravella Revamp Your Ad Extensions & Formats #7
  36. 36. 36@erinsagin @andrewcaravella Really, Erin?
  37. 37. 37@erinsagin @andrewcaravella Extensions Are Practically Mandatory
  38. 38. 38@erinsagin @andrewcaravella New AdWords Extensions
  39. 39. 39@erinsagin @andrewcaravella New BingAds Extensions
  40. 40. 40@erinsagin @andrewcaravella Extension Implementation Strategy
  41. 41. 41@erinsagin @andrewcaravella Utilize AdWords NEW! Customer Match Feature #8
  42. 42. 42@erinsagin @andrewcaravella Identity Based Marketing = The Future
  43. 43. 43@erinsagin @andrewcaravella Identity-Based Marketing in Google?!
  44. 44. 44@erinsagin @andrewcaravella Even Better Match Rates Than Facebook!
  45. 45. 45@erinsagin @andrewcaravella Putting It Into Practice • Cross-Sell/Upsell/Resell existing customers • Segment and prioritize top candidates • Exclude Existing Customers • Extend to Similar Audiences
  46. 46. 46@erinsagin @andrewcaravella Amp Up Your Video Ads Efforts #9
  47. 47. 47@erinsagin @andrewcaravella Video Ads Are Quickly Gaining Popularity Video ad revenue is expected to grow by TWENTY PERCENT!
  48. 48. 48@erinsagin @andrewcaravella People LOVE to Engage With Video Content
  49. 49. 49@erinsagin @andrewcaravella Beat Your Competitors to the Punch
  50. 50. 50@erinsagin @andrewcaravella Leverage Existing Video Content
  51. 51. 51@erinsagin @andrewcaravella Use Video To Nurture Existing Prospects with Customer Match
  52. 52. 52@erinsagin @andrewcaravella Good Results? Broaden the Net with Similar Audiences!
  53. 53. 53@erinsagin @andrewcaravella Leverage Facebook Retargeting #10
  54. 54. 54@erinsagin @andrewcaravella Remarketing Works Wonders Yep, that’s $56…on ice cream. All thanks to remarketing.
  55. 55. 55@erinsagin @andrewcaravella Conversion Rates Increase With Ad Exposure
  56. 56. 56@erinsagin @andrewcaravella Only One Problem…
  57. 57. 57@erinsagin @andrewcaravella Facebook Offers More Customization
  58. 58. 58@erinsagin @andrewcaravella You Can Go Bananas With Targeting
  59. 59. 59@erinsagin @andrewcaravella Create Super Targeted Ads That WOW Viewers
  60. 60. 60@erinsagin @andrewcaravella Launch Poll
  61. 61. 61@erinsagin @andrewcaravella Live Q&A @AndrewCaravella @ErinSagin
  62. 62. 62@erinsagin @andrewcaravella Thanks for Attending! Tweet your questions @AndrewCaravella @ErinSagin

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