B2B Lead Generation for Social Media Advertising

B2B Social Advertising
Amplify Your Lead Generation
John A. Lee
Clix Marketing
Managing Partner

Chicago • November 4–7, 2013 • #SESCHI @SESConf

Chicago | November 4–7, 2013 | #SESCHI | @SESConf

Social Media Advertising

@john_a_lee


You’ve Heard it All Before…

@john_a_lee


There is a Better Way!
• Understand the social ad platform features to
kick start your lead generation efforts.
• Target the “what” AND the “who.”
• Integrate social media advertising with your
entire marketing plan and lead nurturing
campaigns.

@john_a_lee


What You Should Expect
to Learn Today

• Universal truths of social
media advertising.
• B2B lead generation:
– 5 tips for Facebook Ads
– 5 tips for LinkedIN Ads
– 5 tips for Twitter Ads
– 5 tips for YouTube Video Ads

• Bonus targeting tip!

@john_a_lee


B2B Social Advertising: Amplify Your Lead Generation

UNIVERSAL TRUTHS OF SOCIAL
MEDIA ADVERTISING
@john_a_lee


Work Smarter, Not Harder
• Repurpose creative and research from other
marketing efforts.
– Personas
– Image creative
– Ad messaging
– Competitor research

@john_a_lee


Organize Creative Assets
• Landing pages
– Reuse existing pages to start.
– Plan to develop pages tied to
specific layers of social
targeting.

• Images
– Facebook: 1200x627
– LinkedIN: 50x50
– YouTube: 300x60, 74x74
• *Not* for GDN placement.

• Video
– 15-30 second
– 1+ minute “full length”
@john_a_lee


Prioritize Tracking & Reporting
• Conversion tracking within social
advertising platforms is in short
supply.
• Prioritize URL tagging for 3rd party
tracking tools:
– Analytics (Google Analytics, Omniture)
– 3rd party tools (Acquisio, Marin)
– CRM software (Salesforce, Hubspot,
Infusionsoft)
– Call tracking (Mongoose Metrics)
@john_a_lee


Be Prepared to Test Ads. Then Test Again
• In social advertising, ad degradation is real.
• Create a schedule for consistent testing.
• Infinite combinations to test!

@john_a_lee



FACEBOOK ADS
5 TIPS FOR LEAD GENERATION
@john_a_lee


Facebook #1
Match Personas to Core Facebook
Targeting Parameters

• Align personas to Facebook
targeting parameters:
– Geography.
– Demographics: age, gender.
– Precise Interests: Common
traits, cultural influences,
professional identifiers.
– Broad Categories: big picture
interests (e.g. new
smartphone users,
alternative music, baby
boomers, etc.).
@john_a_lee


Facebook #2
Partner Categories

• Put big data to use in your
Facebook campaigns.
• Data from Acxiom,
Datalogix and Epsilon.
• Exciting opportunities to
match persona research to
Facebook targeting.
– Job roles, purchase activity,
financial status, business
types, occupation, etc.
@john_a_lee


Facebook Partner Categories

@john_a_lee


Facebook #3
Custom Audiences

• Upload email addresses or
phone numbers; create
custom lists of Facebook
users to target.
– Secondary use for purchased
lead lists.
– Align with lead nurturing and
email drip campaigns.
– Target even more Facebook
users with lookalike audiences!
@john_a_lee


Custom Audience
Create Similar Audience (“lookalike audience”)

@john_a_lee


Facebook #4
Test Landing Page and Ad Placement

• Use of an external landing
page limits ad placement to
right-hand column on
desktops.
• Test sending traffic to
Facebook pages to expand
targeting to mobile and
newsfeed placements.

@john_a_lee


Facebook Ad Placements

Image source: Techcrunch

@john_a_lee


Facebook #5
Facebook Exchange (FBX) & Remarketing

* Facebook is preparing to offer their own alternative
remarketing service within the Facebook Ads platform.

• FBX remarketing is run
through DSPs or services
like AdRoll.*
• Delivers ads to previous
website visitors.
• Segment remarketing
audiences by service,
website activity, etc.
• Align with lead nurturing
campaigns.
@john_a_lee


Integrate Facebook with Lead
Nurturing Campaigns
Custom Audiences
Create custom
audience and serve
ads with messages
based on current
lead nurture stage.

Email Blast
Distribute lead
nurture email blast
as usual.

FBX Remarketing
Create remarketing
list of visitors who hit
lead nurture landing
page. Ads act as
reminder for those
yet to convert.

@john_a_lee



LINKEDIN ADS
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LinkedIN #1
Sponsored Updates

• While Facebook has similar
feature, LinkedIN allows
you to limit updates
distribution.
– Allows for “clean” (er) data.

• Organic nature of
sponsored updates and
newsfeed placement
increases click-through-rate
and engagement.
@john_a_lee


Sponsored Update
Newsfeed Ad Placement

@john_a_lee


LinkedIN #2
Isolate Targeting Parameters

• LinkedIN Ads campaign set
up lends itself to “messy”
organization.
• Isolate audience
characteristics (targeting
parameters) into unique
campaigns:
– Companies (industry,
company name)
– Job title (job title, function)
– Groups
@john_a_lee


LinkedIN #3
Target Ideal or Desired Prospects

• Create a list of ideal and/or
desired prospects.
• Create campaigns that
target employees of these
companies.
– Write ads that explain how
your service benefits their
business specifically.

@john_a_lee


LinkedIN #4
LinkedIN Lead Collection

• Test the Lead Collection
feature.
• Users can contact you
directly via LinkedIN.
– Keeping users engaged
without leaving LinkedIN can
increase click-through-rate
and conversion rate.

• Negative drawback: you are
forced to respond to these
leads within LinkedIN as
well.
@john_a_lee


LinkedIN Lead Collection

@john_a_lee


LinkedIN #5
Beware the CTR Threshold

• LinkedIN has a minimum
click-through-rate threshold
around 0.025%.
• Ads that fall below this
threshold will fall out of
rotation.
• All social channels have
issues with ad degradation,
but not always as marked as
with LinkedIN.
• Always be testing to improve
click-through-rate and stay
above 0.025%.
@john_a_lee



TWITTER ADS
@john_a_lee


Twitter Ads #1
Promoted Tweets for Followers

• Target Twitter users similar to
your followers.
• Research competitor and/or
thought leader Twitter
@handles.
– Target users similar to their
followers.

• Effectively a built-in lookalike
audience.
• Report on @handles like
keywords and exclude as
necessary.
@john_a_lee


Add @usernames and Import in Bulk

@john_a_lee


Twitter Ads #2
Lead Generation Cards

• Obtain lead information
within the Twitter timeline.
– Sign ups, offers, email
subscriptions, free trials.

• Download lead data via
CSV.
• Sync with CRM software via
APIs.

@john_a_lee


Twitter Lead Generation Card
*Image courtesy of the Twitter blog.

@john_a_lee


Twitter Ads #3
Keywords with Match Types!

• No, it isn’t the Twilight
Zone. Twitter Ads allows
you to target keywords
with broad, phrase and
exact match types.
• Target keywords in Twitter
search.
• Target keywords in Twitter
timelines.
– A contextual match, though
match types focus relevancy.
@john_a_lee


Twitter Ads #4
Isolate Mobile Targeting

• Like most social media,
Twitter is a multi-device
medium.
• Twitter’s mobile usage is
higher then either Facebook
or LinkedIN.*
– >60% compared to >50%,
>40% respectively

* Data:
•
•

•

Twitter:
http://marketingland.com/twitter-60-percent-ofusers-access-via-mobile-13626
Facebook:
http://www.techradar.com/us/news/internet/facebo
ok-mobile-usage-outstrips-web-for-first-time-ever1128489
LinkedIN:
http://www.strategyanalytics.com/default.aspx?mod=
reportabstractviewer&a0=8933

• Target mobile devices in
isolated campaigns to control
eCPC and report on mobile
vs. desktop conversion rates
independently.
@john_a_lee


Twitter Ads #5
Test URL Shortening Strategies

• URL shortening services keep
you under 140 characters.
• Test if there is a difference in
ad click-through-rate
between bit.ly, t.co or ow.ly.
• Test customized shortened
URLs for keyword-targeted
campaigns.
– Keyword-specific URLs will
improve relevancy and
potentially increase clickthrough-rate.
@john_a_lee


Customize Shortened URLs

@john_a_lee



YOUTUBE VIDEO ADS
@john_a_lee


YouTube Video Ads #1
Focus Time & Budget on InStream Ads

• InStream is the only ad unit that
pushes viewers directly to the
landing page of your choice.
• Create succinct, call-to-action
focused videos at 15-30 seconds
in length.
• Targeting functions much like
Google Display Network. As
such, base targeting on
personas:
–
–
–
–

Interest categories
Topics
Contextual keywords
Remarketing
@john_a_lee


Optimize Channel and Watch Pages

• InSearch and InDisplay ad units
send traffic to either your
Channel or Watch page on
YouTube.
– Chosen when creating the ad.

• This is not a “typical ad.”
– You do not get to send visitors
directly to a lead gen landing
page.
– The advertising goal is the act of
watching a video.

• Optimize Channel and Watch
pages to emphasize your callsto-action in descriptions.
@john_a_lee


InSearch and InDisplay Point to Channel or Watch Page

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Call-to-Action (CTA) Overlay

• Get clicks to your website
anyways!
• Create CTA Overlays.
– Includes a thumbnail image
and text ad with your video.
– You choose the landing page.

• CTA Overlay is associated
with the video – NOT a
campaign.
– Organic and paid YouTube
traffic can click this ad.
@john_a_lee


Call-to-Action Overlay

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• Link YouTube Channel to Google
AdWords.
YouTube Remarketing

– Automatically creates remarketing lists
based on users who watched your
YouTube content.
– Gain access to remarketing lists in
AdWords Shared Library.

• Create video ad campaigns that target
custom combinations of YouTube
and/or AdWords audiences.
• Exclude visitors who have previously
converted or taken another action on
YouTube or your website.
• Align with lead nurturing campaigns.

@john_a_lee


Similar Audiences

• Piggy back on your
YouTube and AdWords
remarketing lists.
• Create Similar Audiences
based of these lists.
– Target video ads to countless
individuals who have not yet
engaged with you on
YouTube or your website via
another channel.
@john_a_lee


Bonus! The Social Ads “Back Door”
• Target social media
websites via Google
Display Network.
• YouTube is a well known
placement on GDN.
• Facebook and LinkedIN
use the GDN to backfill
unused ad inventory.
– Placement target
linkedin.com,
facebook.com and layer
with contextual keywords.
@john_a_lee


Thanks!
Have questions?
john@clixmarketing.com
@john_a_lee
@john_a_lee

B2B Lead Generation for Social Media Advertising

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