Can PPC and Paid Social Media Networks
•
2 j'aime•341 vues
Advertising can be inbound. With the emergence of social advertising platforms from Facebook, LinkedIn and Twitter and the proven effectiveness of pay-per-click, advertising has never been a more powerful inbound tool. Learn proven strategies and opportunities for building the world's best inbound marketing funnel by leveraging social advertising.
Recommandé
Contenu connexe
Tendances
Tendances (17)
Similaire à Can PPC and Paid Social Media Networks
Similaire à Can PPC and Paid Social Media Networks (20)
Plus de The Next SEM
Plus de The Next SEM (7)
Dernier
Dernier (20)
Can PPC and Paid Social Media Networks
- 1. can pay per click and paid social media contribute to inbound
- 2. MARK ROBERGE @markroberge Sales 2.0 scientist. MIT quant. Family man. #inbound12
- 3. #INBOUND12
- 4. Paid media is not a sustainable channel #inbound12
- 5. Paid media accelerates inbound marketing experimentation #inbound12
- 6. Contextual difference of PPC vs paid social media Ability to Influence Channel Intent to Purchase Ability to Nurture Others PPC HIGH HIGH LOW Paid Social Media LOW HIGH HIGH
- 7. Paid media builds social media following Improves brand… … increases distribution and…
- 8. Paid Media builds social media following … helps with SEO! http://www.seomoz.org/blog/facebook-twitters-influence-google-search-rankings
- 9. CONTEST #1 Who has the largest twitter following in the room? Winner: $50 of Facebook Ads #inbound12
- 10. 1 PAID SOCIAL MEDIA OVERVIEW #inbound12
- 11. Users by Social Channel Users by Social Channel 1,000,000,000 900,000,000 800,000,000 700,000,000 600,000,000 500,000,000 Users by Social Channel 400,000,000 300,000,000 200,000,000 100,000,000 - Facebook LinkedIn Twitter
- 12. Ad Revenue by Social Channel Ad Revenue by Social Channel $4,000,000,000 $3,500,000,000 Inefficient market $3,000,000,000 advertising opportunity? $2,500,000,000 $2,000,000,000 Ad Revenue by Social Channel $1,500,000,000 $1,000,000,000 $500,000,000 $- Facebook LinkedIn Twitter
- 17. PPC Ads with social
- 18. CONTEST #2 Of those folks advertising on Facebook, who has accumulated the most fans? Winner: $50 of Facebook Ads #inbound12
- 19. 2 LEVERAGE PAID MEDIA TO TEST #inbound12
- 20. Use Paid Social Media to Test Target Demographics • Which regions are responding most to your messaging? • When writing an eBook, should you have a different version for executives versus the end users of your software? • Is it worth extending your website with content written for the various industries you target? • Is your sales team more effective at starting low, medium, or high in the organization? • There are 500 LinkedIn Groups in my industry. Where are my most qualified prospects conversing? Where should I invest more of my time? #inbound12
- 21. Demographic segmentation capability by network Facebook X X X X X X X X X X X X LinkedIn X** X X X X X X X X X X** Twitter X** X PPC X X X ** Social network segmentation is limited relative to peers in this category
- 22. Social Network Gender 38% 42% 58% 62% Male Female Male Female Overall, women are 11% more likely to click on an ad, 46% 54% but men are slightly (2.2%) more likely than women to Male Female "like" a brand via an ad. http://www.marketingprofs.com/charts/2011/5912/women-on-facebook-click-ads-more-younger- adults-like-more#ixzz1XtJHPGnI
- 23. Social Network Age 7% 9% 45-54 12% 45-54 17% 18% 27% 26-34 23% 26-34 30% 29% 13% 13-17 11% 13-17 4% http://roymorejon.com/social-media-age-demographics-for-facebook-and-twitter/ http://roymorejon.com/social-media-age-demographics-for-facebook-and-twitter/ On average, Facebook users age 50+ 55+ are 28.2% more likely than adults age 11% 18-29 to click through by clicking on 35-54 40% the ad, but they are 9% less likely to 25-34 31% click on the "like" button. 18-24 18% http://www.marketingprofs.com/charts/2011/5912/women-on-facebook-click-ads-more-younger- http://bostinno.com/2012/02/28/who-really-uses-linkedin-infographic/ adults-like-more#ixzz1XtIda5YR
- 24. LinkedIn Professional User Demographics Company Size Industry 14% (Employees) 1-200 High Tech 15% 13% 42% 15% Manufacturing 10% 201- 9% 19% Education 8% 1000 8% Consumer… 7% 10% http://www.slideshare.net/amover/linked-in-demographics-statistics-july-2011 http://www.slideshare.net/amover/linked-in-demographics-statistics-july-2011 Job Title 4% 4% Seniority Entrepreneur 12% 8% 10% CxO Admin 9% VP 9% 10% Ops 8% Director 7% 58% 16% Owner Engineering 7% Manager 5% Finance 4% http://www.slideshare.net/amover/linked-in-demographics-statistics-july-2011 http://www.slideshare.net/amover/linked-in-demographics-statistics-july-2011
- 25. Test “Seniority” in LinkedIn Cloud 2012 – C-Level Web.cloudinc.com/2012-ebook-c-level.html CxO Ad CxO LP CxO, VP Cloud 2012 – IT Admin Web.cloudinc.com/2012-ebook-IT.html Admin Ad Admin LP Individual Contributor
- 26. Use PPC to Test Content and Messaging • Which keywords should you be writing about most on your blog? • How broadly can you be thinking with your keyword research? Do interests tangential to your value proposition translate into a qualified lead for your business? • Which landing page designs are best for each interest segment? • What is the ideal next step for a prospect with a particular interest? Should it be passed directly to the sales team or nurtured? If nurtured, with a particular blog article, call to action, or a white paper? • Does your sales team need training on leads with specific types of interests? #inbound12
- 27. Test on “kitchen remodeling” subject 1. Setup AdGroup for “kitchen 2. Rotate Ads within AdGroup remodeling” terms 4. Measure Success through Funnel 3. A/B Test Landing Pages
- 28. 3 LEVERAGE PAID SOCIAL MEDIA TO BUILD YOUR FOLLOWING #inbound12
- 29. Target Facebook Users by Interests Setup as Broad Category or Precise interests
- 31. Influence of friends on purchasing 90% of consumers online trust recommendations from people they know. 71% say reviews from family members or friends influence purchase decisions.
- 33. 7 Types of Facebook Sponsored Stories
- 34. Setting up Facebook Sponsored Stories
- 36. Twitter Promoted Account Options
- 38. CONTEST #3 Who has the most members in their LinkedIn Group? Winner: $50 of Facebook Ads #inbound12
- 39. Friend of a Friend in Search • +1 is not optional • +1 does not count as click • +1 is on URL, not ad
- 40. Beware of Ad Tiring in Social
- 41. 4 HUBSPOT APPS FOR PAID MEDIA #inbound12
- 42. Find and nurture your social media influencers.
- 43. See how engaged a lead has been with your company on social before calling.
- 45. View published & scheduled posts. Create, publish or schedule social media posts.
- 46. Publish to multiple accounts & channels. Schedule multiple posts at a time.
- 47. Facebook Customizer - GROSOCIAL Drag-and-drop Facebook tabs with widgets for maps, social sharing, photos, contests and HubSpot forms. #inbound12
- 48. ReTargeter - RETARGETER Drive repeat visits of your existing contacts with intelligent retargeted ads
- 49. Hootsuite - 6KITES Social media monitoring of your HubSpot keywords and contacts.
- 50. HubSpot Marketplace PPC Apps 1 WebSite Publicity’s paid AdWords ROI calculator shows you your marketing spend per lead and per sale for PPC traffic 2 … and Wordstream’s free AdWords grader that tells you how to improve those results, including your HubSpot landing pages
- 51. Continue your learning at HubSpot Academy Academy.HubSpot.com #inbound12