Maximizing Twitter and Facebook Ads for Lead Gen, Engagement & ROI - #SESNYC

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With more than 1 billion users on Facebook alone, brands are constantly on the lookout for better ways to reach their customers via Facebook and Twitter. This deep dive session will show attendees how …

With more than 1 billion users on Facebook alone, brands are constantly on the lookout for better ways to reach their customers via Facebook and Twitter. This deep dive session will show attendees how they can optimize their Twitter and Facebook Ads spent for lead generation and customer acquisition.

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  • Really good work, Jennifer. I liked your method for highlighting specific processes in the slides.. can tell you put in a lot of time on this.
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  • It’s easy for marketers to become distracted by all the conversations on twitter and forget the main reason they using that channel, to drive demand. Similar to building a search persona to build your SEO campaigns, create a persona to learn about the Twitter audience that you want to reach. Target Audience – describe your perfect buyerSmall sized company in North America looking for a marketing software Understand Pain Points – How would your target customer articulate their need for your product in terms of keywords? What kinds of questions would they ask help for on Twitter?Need to drive more demand, need to streamline reporting, need more granular tracking capabilities Solution - Content includes overview, description, review and testimonial, as well as demo or trial Search Queries - Marketing software, how to drive more leads, how to acquire more customers Hashtags - #inbound, #content, #onlinemarketing, #leadgen, #webmktg Call-to-Action – Offer a call to action that compels the Twitter user to dive deeper into your conversion funnel. Free trial, purchase now, call for consultation, compare products, download a whitepaper
  • Use promoted accounts to build a following of your target audience. Blueprint of a Promoted AccountCharged on a cost per follower (CPF) basisShown in the Who to follow section – first positionShows a yellow or purple box “Promoted”Shows related people in your network that are following that accountShows the Twtitter AvatarShows the Twitter Name and UsernameYour account will be promoted in search results for related keywords and the “Who to follow” section of Twitter.
  • Everything you tweet organically will be seen by your potential buyers and when you run campaigns to your followers and users like your followers your Tweets are in front of the right peoplegetting more followers will help you establish a stronger presence, increase your reach, build your brand name and eventually generate more leads.
  • Best way to set up a promoted account campaignAdd relevant categories, add relevant users who are influencers of the interest“Include users like my followers” – if you have a followers base that is on target, check this box. If you don’t have the right followers base, don’t check this box. Specific what locations are important. International or local?Is your product/service gender bias or neutral?Set your campaign time period and bid.Once you set up targeting, you can see the summary of the campaign: estimated reach, interests, location, gender, bid
  • Best way to set up a promoted account campaignAdd relevant categories, add relevant users who are influencers of the interest“Include users like my followers” – if you have a followers base that is on target, check this box. If you don’t have the right followers base, don’t check this box. Specific what locations are important. International or local?Is your product/service gender bias or neutral?Set your campaign time period and bid.Once you set up targeting, you can see the summary of the campaign: estimated reach, interests, location, gender, bid
  • Best way to set up a promoted account campaignAdd relevant categories, add relevant users who are influencers of the interest“Include users like my followers” – if you have a followers base that is on target, check this box. If you don’t have the right followers base, don’t check this box. Specific what locations are important. International or local?Is your product/service gender bias or neutral?Set your campaign time period and bid.Once you set up targeting, you can see the summary of the campaign: estimated reach, interests, location, gender, bid
  • Best way to set up a promoted account campaignAdd relevant categories, add relevant users who are influencers of the interest“Include users like my followers” – if you have a followers base that is on target, check this box. If you don’t have the right followers base, don’t check this box. Specific what locations are important. International or local?Is your product/service gender bias or neutral?Set your campaign time period and bid.Once you set up targeting, you can see the summary of the campaign: estimated reach, interests, location, gender, bid
  • Best way to set up a promoted account campaignAdd relevant categories, add relevant users who are influencers of the interest“Include users like my followers” – if you have a followers base that is on target, check this box. If you don’t have the right followers base, don’t check this box. Specific what locations are important. International or local?Is your product/service gender bias or neutral?Set your campaign time period and bid.Once you set up targeting, you can see the summary of the campaign: estimated reach, interests, location, gender, bid
  • Layout your content plan for the campaigns to determine the offers and follow up.B2B and B2C examples of offers
  • http://www.kmart.com/shc/s/dap_10151_10104_DAP_KM+Black+Friday?adcell=promo1previewdoorbuster&SID=ISm22200224x000651http://whatsmyneed.com/https://twitter.com/tide/status/268003019541581824https://twitter.com/Spredfast/status/264079381822058496https://twitter.com/windowsphone/status/269167904229044224
  • 1. Include call-to-actions in Tweets with a required form on the landing page for users to fill out.Whether you're promoting a new whitepaper, guide, ebook, promotion offer, coupon, or free trial; be sure to include a form on your landing page to convert the visitor from Twitter to a lead.promote gated content" since that's the only way they will generate leads and attribute them to Twitter.you should not promote just gated content. It might also be a good point to talk about ratios of tweets - 15% self promoting, 70% share content, 15% interactions.
  • 1. Include call-to-actions in Tweets with a required form on the landing page for users to fill out.Whether you're promoting a new whitepaper, guide, ebook, promotion offer, coupon, or free trial; be sure to include a form on your landing page to convert the visitor from Twitter to a lead.
  • Offers can be included into three types of campaigns
  • Use your focused keywords from your SEO strategy and the search terms that are driving trafic to your site to determine which keyword to use for your Promoted Tweets in Search campaigns.
  • - Select keywords that are relevant to your offer – put them in “” if you want exact match, you can target @usernames as keywords- Pick specific locations where you do business- Choose which devices to display on – If you care about form completions choose desktop only so you don’t waste money on non conversions- Is your offer gender bias or neutral?- Choose what Tweet you want to promote
  • - Select keywords that are relevant to your offer – put them in “” if you want exact match, you can target @usernames as keywords- Pick specific locations where you do business- Choose which devices to display on – If you care about form completions choose desktop only so you don’t waste money on non conversions- Is your offer gender bias or neutral?- Choose what Tweet you want to promote
  • - Select keywords that are relevant to your offer – put them in “” if you want exact match, you can target @usernames as keywords- Pick specific locations where you do business- Choose which devices to display on – If you care about form completions choose desktop only so you don’t waste money on non conversions- Is your offer gender bias or neutral?- Choose what Tweet you want to promote
  • - Select keywords that are relevant to your offer – put them in “” if you want exact match, you can target @usernames as keywords- Pick specific locations where you do business- Choose which devices to display on – If you care about form completions choose desktop only so you don’t waste money on non conversions- Is your offer gender bias or neutral?- Choose what Tweet you want to promote
  • http://searchenginewatch.com/article/2249549/Promoted-Tweets-Is-a-Picture-Worth-350-More-Clicks
  • They are able to click on a Promoted Trend to view all Tweets containing the trending #hashtag or trend terms. They are also able to Tweet about the Promoted Trend by including the terms in their Tweets. Best practices:- There is one promoted trend ever 24 hrsOnly one advertiser can ‘book’ a promoted trend a day so you have to work with you Twitter rep to claim your day far in advanceYou can buy a trend for specific locations or globally. Be preapared to drop around 100K for a US promoted trend topicOn the plus side, promoted trends get about 50% engagement rate (when the typical is 1-5% and you don’t pay or each impression or engagement so it’s an effective national branding strategy
  • Monitor Twitter campaign on a daily basis and optimize campaigns to achieve highest performance levelsCheck your Twitter campaigns on a daily basis to make sure you are targeting the right keywords, location, and devices with the Tweets you are promoting. Also, adjust the bid accordingly using the suggested bid range that  changes on a daily basis.Close the loop by Tweeting relevant follow up links to users who became a lead from TwitterIf you have the capability to track a lead that converted from Twitter from a specific Tweet, close the loop and reply back on Twitter with follow up content.

Transcript

  • 1. New York| March 25–28, 2013 | #SESNY Maximizing Twitter Ads for Lead Gen, Engagement & ROI Jennifer Wong Marketing, HasOffers Jennifer@hasoffers.com @Jenerationy New York | March 25–28 #SESNYPage 1√ #SESNY | @Jenerationy
  • 2. New York| March 25–28, 2013 | #SESNY TRAFFIC Inbound Outbound Where Do Leads Search Engines Social Media Come From? Press coverage PPC Mentions, links, referrals Display Viral content Paid directories Directories Retargeting Purchased Leads Offline Leads Core Website Social Ads Purchased lists Blog Email 3rd Party Lead Vendors Content Syndication Events LANDING PAGES Webinars Referrals Website Leads Affiliates CRMPage 2√ #SESNY | @Jenerationy
  • 3. New York| March 25–28, 2013 | #SESNY The Two Types of Social MediaORGANIC PAID• Grow your community • Optimize your budget• Resource intense: time • Resource intense:• Longer time to see time and money results • Immediate results• More trustworthy • Greater reach• High quality • Targeted placementPage 3√ #SESNY | @Jenerationy
  • 4. New York| March 25–28, 2013 | #SESNY Fans, Friends, Followers are NOT LeadsPage 4√ #SESNY | @Jenerationy
  • 5. New York| March 25–28, 2013 | #SESNYKnow Your Target Audience…On Twitter Small size company owner in North America looking Target Audience for a marketing software for their business Need to drive more demand, need to streamline Pain Point reporting, need more granular tracking capabilities Solution Content includes overview, description, review and testimonial, as well as demo or trial Marketing software, how to drive more leads, how Search Queries to acquire more customers Hashtags #inbound, #content, #onlinemktg Call-to-Action Free trial, purchase now, compare products, download whitepaperPage 5√ #SESNY | @Jenerationy
  • 6. New York| March 25–28, 2013 | #SESNYPromoted Account Charged on a cost per follower (CPF) basis Shown in the Who to follow section – first positionPage 6√ #SESNY | @Jenerationy
  • 7. New York| March 25–28, 2013 | #SESNYPromoted Account Build your follower base by targeting users with particular interests and influencers of specific interests.Page 7√ #SESNY | @Jenerationy
  • 8. New York| March 25–28, 2013 | #SESNYPromoted Account – The Set Up Target interests that align with your content/product/ service Target users that are influential about your product/servicePage 8√ #SESNY | @Jenerationy
  • 9. New York| March 25–28, 2013 | #SESNYPromoted Account “Include users like my followers” - If you have a followers base that is on target, check this box. - If you don’t have the right audience, don’t check this box.Page 9√ #SESNY | @Jenerationy
  • 10. New York| March 25–28, 2013 | #SESNYPromoted Account Specify what geographic locations are important. Where do you do business?Page 10√ #SESNY | @Jenerationy
  • 11. New York| March 25–28, 2013 | #SESNYPromoted Account Is your product/service gender bias or neutral?Page 11√ #SESNY | @Jenerationy
  • 12. New York| March 25–28, 2013 | #SESNYPromoted Account Check your projected reach based on your targeting settings and bidPage 12√ #SESNY | @Jenerationy
  • 13. New York| March 25–28, 2013 | #SESNY Plan, Set Up, and Execute Campaigns KILLER OFFER KILLER KILLER NEXT FUTURE OFFER OFFER OFFER OFFERS LANDING PAGE Download Fill out Sign up Request the the for our THANK YOU a Demo Study Survey Webinar PAGE THANK YOU Sign up Click for a EMAIL Purchase Enter for Promo newsletter Code Now Sweepstakes EMAIL TEMPLATE FOR SALESPage 13√ #SESNY | @Jenerationy
  • 14. New York| March 25–28, 2013 | #SESNYTypes of Offers • Premium content • Special assessment • Discount code • Sample • Webinars • Events • Exclusive deals • Preview accessPage 14√ #SESNY | @Jenerationy
  • 15. New York| March 25–28, 2013 | #SESNYCreating Offers• Use search keywords in your copy• Placement of link• Use relevant hashtags• Ask a question• Present a solution• Address their pain points• Include a picture or video• Promote gated contentPage 15√ #SESNY | @Jenerationy
  • 16. New York| March 25–28, 2013 | #SESNYGood vs. Bad OffersPage 16√ #SESNY | @Jenerationy
  • 17. New York| March 25–28, 2013 | #SESNY Killer Offers Need Killer Landing Pages7.9% 13.9% Page 17√ #SESNY | @Jenerationy
  • 18. New York| March 25–28, 2013 | #SESNYCampaigns There are three types of campaigns you can run: • Promoted Tweets in search • Promoted Tweets in timelines • Promoted Trends For each campaign learn: • What is it • When is it best to use • How to set it up • Best practice for targetingPage 18√ #SESNY | @Jenerationy
  • 19. New York| March 25–28, 2013 | #SESNYPromoted Tweets in Search Promoted Tweets are ordinary Tweets that show up at the top of relevant search Use Promoted Tweets in Search to reach an audience interested in a specific topicPage 19√ #SESNY | @Jenerationy
  • 20. New York| March 25–28, 2013 | #SESNYPromoted Tweets in Search – The Set Up Select keywords that are relevant to your offer Put them in quotations if you want exact match, you can target @usernames as keywords Check which organic search terms are driving the highest quality visitors to your site and to determine your targeting criteria Page 20√ #SESNY | @Jenerationy
  • 21. New York| March 25–28, 2013 | #SESNYPromoted Tweets in Search Specify what geographic locations are important. Where do you do business?Page 21√ #SESNY | @Jenerationy
  • 22. New York| March 25–28, 2013 | #SESNYPromoted Tweets in Search Choose which devices to display on If you care about form completions choose desktop only so you don’t waste money on non conversions*Page 22√ #SESNY | @Jenerationy
  • 23. New York| March 25–28, 2013 | #SESNY *Device Targeting Experiment • Promoted Tweets in Timeline • 24 hour Campaign Cost per Engagement Impression Engagement # of Leads Cost per spend Engagement rate Count LeadTargeting $640 $1.09 .85 69575 589 30 $21 iOS & AndroidTargeting $245 $1.49 .49 33590 165 15 $16Desktop Higher engagements and impressions when target iO & Android devices Lower cost per lead when targeting Desktop Page 23√ #SESNY | @Jenerationy
  • 24. New York| March 25–28, 2013 | #SESNYPromoted Tweets in Search Is your offer gender bias or neutral?Page 24√ #SESNY | @Jenerationy
  • 25. New York| March 25–28, 2013 | #SESNYPromoted Tweets in Search Choose your conversion optimized tweet with the content that aligns to the search termsPage 25√ #SESNY | @Jenerationy
  • 26. New York| March 25–28, 2013 | #SESNYPromoted Tweets in Timelines Promoting Tweets to targeting users in their timeline, at scale.Use Promoted Tweets in Timelines to reachfollowers who might have missed your organicTweets and/or users who share similar interestswith your followers.Page 26√ #SESNY | @Jenerationy
  • 27. New York| March 25–28, 2013 | #SESNYPromoted Tweets in Timelines – The Set Up Select keywords that are relevant to your offer You can target @usernames as interests Page 27√ #SESNY | @Jenerationy
  • 28. New York| March 25–28, 2013 | #SESNYPromoted Tweets in Timelines Include followers? Include users like your followers?* Control Net New Leads vs. Total ResponsesPage 28√ #SESNY | @Jenerationy
  • 29. New York| March 25–28, 2013 | #SESNY *Followers Targeting Experiment • Promoted Tweets in Timeline • 24 hour Campaign Cost per Engagement # of Leads Cost per # of Net Cost per spend Engagement rate Lead New Leads New LeadTargeting $830 $.76 .93 72 $11.52 52 $15.96Followers onlyTargeting $745 $.83 .56 65 $11.46 57 $13.07Users likefollowers only Targeting users like followers only resulted in more net new leads versus known contacts Page 29√ #SESNY | @Jenerationy
  • 30. New York| March 25–28, 2013 | #SESNYPromoted Tweets in Timelines Pick specific locations where you do businessPage 30√ #SESNY | @Jenerationy
  • 31. New York| March 25–28, 2013 | #SESNYPromoted Tweets in Timelines Choose which devices to display on If you care about form completions choose desktop only so you don’t waste money on non conversionsPage 31√ #SESNY | @Jenerationy
  • 32. New York| March 25–28, 2013 | #SESNYPromoted Tweets in Timelines Is your offer gender bias or neutral?Page 32√ #SESNY | @Jenerationy
  • 33. New York| March 25–28, 2013 | #SESNYPromoted Tweets in Timelines Manual vs. Most recent Tweet For lead gen – always choose your ownPage 33√ #SESNY | @Jenerationy
  • 34. New York| March 25–28, 2013 | #SESNY*Photo vs. No Photo Experiment Takeaways: - Include a call to action - Make it relevant - Use a URL shortner that is compatible with Twitter - Make the photo equal 1000 words - Make it interesting A linked photo results in 120 percent increase in engagement and 350 percent increase in clicks for a tweet.Page 34√ #SESNY | @Jenerationy
  • 35. New York| March 25–28, 2013 | #SESNYPromoted Trends With Promoted Trends, users see time-, context-, and event-sensitive trends promoted by advertisers "Promoted." Paid Promoted Trends appear at the top of the Trending Topics list on Twitter and are clearly marked as "Promoted."Page 35√ #SESNY | @Jenerationy
  • 36. New York| March 25–28, 2013 | #SESNYReporting SuccessPage 36√ #SESNY | @Jenerationy
  • 37. New York| March 25–28, 2013 | #SESNYReporting Success – Earned MediaPage 37√ #SESNY | @Jenerationy
  • 38. New York| March 25–28, 2013 | #SESNYReporting Success – ROI Lead Profile  683 leads  150 Agencies (22%), 536 Non Agency (78%)  88 Title contains ‘marketing’ or ‘digital’ (13%)  66 Bad Information (10%), 70 out of scope (10%) Opportunities  Profile o 15 Agency – 68% o 7 Non Agency – 31%  Stage o (2) at 100%, (4) at 80%, (7) at 25%, (3) at 20%, (21) at 10%, (3) at 0% o Offers that contributed to opps: Build Your SEO Campaign in 15 Min (12), Build a Social Media Campaign (13), Link Building (1), 5 Ways to Grow Your Agency Business (4), Site Redesign Guide (4), T4B Guide (1), organic (1)Page 38√ #SESNY | @Jenerationy
  • 39. New York| March 25–28, 2013 | #SESNY Checklist for Managing Campaigns  Strategy  Goals and baseline metrics  Content plan  Frequency  Set and manage budget  Track everything – but focus on the metrics that matter  Test, test, test  Social nurturingPage 39√ #SESNY | @Jenerationy
  • 40. New York| March 25–28, 2013 | #SESNYHow to Get StartedPage 40√ #SESNY | @Jenerationy
  • 41. New York| March 25–28, 2013 | #SESNYAdditional Resources: Maximizing Twitter forLead Generation, Engagement & ROI • The 5 Step Plan to Start Driving Leads from Social Media • Using Twitter to Increase Reach and Engagement During a Webinar • Brand Your Twitter Profile to Increase Engagement • Promoted Tweets: Is a Picture Worth 350% More Clicks? Page 41√ #SESNY | @Jenerationy
  • 42. New York| March 25–28, 2013 | #SESNYMaximizing Twitter Ads for LeadGen, Engagement & ROI JENNIFER WONG MARKETING, HASOFFERS JENNIFER@HASOFFERS.COM @JENERATIONY /JENERATIONY