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Social Ads Strategies That Capture Audiences & Convert

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By: JD Prater

Publié dans : Marketing
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Social Ads Strategies That Capture Audiences & Convert

  1. 1. Crafting Paid Social Strategies That Capture & Convert Audiences
  2. 2. JD Prater – Head of Social Media at Hanapin Marketing – Conference Speaker – Blogger – Cyclist – @jdprater
  3. 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. 4. Meeting and Engaging with Your Audience
  5. 5. Do You Believe in Love at First Sight?
  6. 6. Your Audience Doesn’t! Source: Smart Insights
  7. 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. 8. Most Social Campaigns Look Like This
  9. 9. What would happen if we treated our social media strategy like a relationship?
  10. 10. Step #1 Who am I?
  11. 11. ???
  12. 12. Step #2 Who do you want to attract?
  13. 13. 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?
  14. 14. Look At Who You’re Attracting
  15. 15. Step #3 Where do they hang out?
  16. 16. Leading social media websites in the United States in May 2016, based on share of visits Source: Statista
  17. 17. Source: CMI, 2016 B2B Content Marketing Trends
  18. 18. Step #4 How do you appeal to people?
  19. 19. What’s Your Offer And Why Should I Care?
  20. 20. 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
  21. 21. Crafting Multi-Channel Social Ads that Target and Capture the Full Funnel
  22. 22. Let’s Craft A Relationship Funnel
  23. 23. Knapp’s 10 Stages of a Relationship (1978)
  24. 24. Buyer’s Journey In Reality
  25. 25. 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,
  26. 26. 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
  27. 27. 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
  28. 28. 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
  29. 29. 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,
  30. 30. Relationship Flow Awareness Education/ Consideratio n Consideration/ Decision Decision Adoption Advocacy
  31. 31. B2C Social Platforms
  32. 32. B2B Social Platforms
  33. 33. Measuring the Results of Multi-Channel Social Marketing
  34. 34. Which one of these moments gets the credit?
  35. 35. Buyer’s Journey In Reality
  36. 36. Measuring the Multi-Channel Funnel Source: Think With Google
  37. 37. Measuring the Multi-Device Funnel
  38. 38. Measuring Social Media Success
  39. 39. “If a significant percent of your conversions have a greater than one path length, you have an attribution problem.” ~ Avinash Kaushik
  40. 40. The Problem With Last Click Attribution
  41. 41. Review Your Assisted Conversions
  42. 42. Source: Portent (https://www.portent.com/blog/analytics/rip-last-click- attribution.htm) Lead Gen - Time Decay Attribution
  43. 43. Source: Portent (https://www.portent.com/blog/analytics/rip-last-click- attribution.htm) eCommerce - Position Based Attribution
  44. 44. ROI ≠ Revenue
  45. 45. ROI = Awareness
  46. 46. ROI = Followers
  47. 47. ROI = Emails
  48. 48. ROI = Leads
  49. 49. ROI = Sales
  50. 50. ROI = Cross-sells
  51. 51. ROI = Upsells
  52. 52. ROI = Retention
  53. 53. ROI = Loyalty
  54. 54. THANK YOU! @jdprater

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