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B2B Lead Generation for Social Media Advertising
 

B2B Lead Generation for Social Media Advertising

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Strategies for leveraging Facebook Ads, LinkedIN Ads, Twitter Ads and YouTube Video Campaigns for business-to-business lead generation.

Strategies for leveraging Facebook Ads, LinkedIN Ads, Twitter Ads and YouTube Video Campaigns for business-to-business lead generation.

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    B2B Lead Generation for Social Media Advertising B2B Lead Generation for Social Media Advertising Presentation Transcript

    • 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
    • Chicago | November 4–7, 2013 | #SESCHI | @SESConf You’ve Heard it All Before… @john_a_lee
    • Chicago | November 4–7, 2013 | #SESCHI | @SESConf 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
    • Chicago | November 4–7, 2013 | #SESCHI | @SESConf 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
    • Chicago | November 4–7, 2013 | #SESCHI | @SESConf B2B Social Advertising: Amplify Your Lead Generation UNIVERSAL TRUTHS OF SOCIAL MEDIA ADVERTISING @john_a_lee
    • Chicago | November 4–7, 2013 | #SESCHI | @SESConf Work Smarter, Not Harder • Repurpose creative and research from other marketing efforts. – Personas – Image creative – Ad messaging – Competitor research @john_a_lee
    • Chicago | November 4–7, 2013 | #SESCHI | @SESConf 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
    • Chicago | November 4–7, 2013 | #SESCHI | @SESConf 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
    • Chicago | November 4–7, 2013 | #SESCHI | @SESConf 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
    • Chicago | November 4–7, 2013 | #SESCHI | @SESConf B2B Social Advertising: Amplify Your Lead Generation FACEBOOK ADS 5 TIPS FOR LEAD GENERATION @john_a_lee
    • Chicago | November 4–7, 2013 | #SESCHI | @SESConf 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
    • Chicago | November 4–7, 2013 | #SESCHI | @SESConf 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
    • Chicago | November 4–7, 2013 | #SESCHI | @SESConf Facebook Partner Categories @john_a_lee
    • Chicago | November 4–7, 2013 | #SESCHI | @SESConf 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
    • Chicago | November 4–7, 2013 | #SESCHI | @SESConf Custom Audience Create Similar Audience (“lookalike audience”) @john_a_lee
    • Chicago | November 4–7, 2013 | #SESCHI | @SESConf 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
    • Chicago | November 4–7, 2013 | #SESCHI | @SESConf Facebook Ad Placements Image source: Techcrunch @john_a_lee
    • Chicago | November 4–7, 2013 | #SESCHI | @SESConf 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
    • Chicago | November 4–7, 2013 | #SESCHI | @SESConf 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
    • Chicago | November 4–7, 2013 | #SESCHI | @SESConf B2B Social Advertising: Amplify Your Lead Generation LINKEDIN ADS 5 TIPS FOR LEAD GENERATION @john_a_lee
    • Chicago | November 4–7, 2013 | #SESCHI | @SESConf 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
    • Chicago | November 4–7, 2013 | #SESCHI | @SESConf Sponsored Update Newsfeed Ad Placement @john_a_lee
    • Chicago | November 4–7, 2013 | #SESCHI | @SESConf 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
    • Chicago | November 4–7, 2013 | #SESCHI | @SESConf 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
    • Chicago | November 4–7, 2013 | #SESCHI | @SESConf 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
    • Chicago | November 4–7, 2013 | #SESCHI | @SESConf LinkedIN Lead Collection @john_a_lee
    • Chicago | November 4–7, 2013 | #SESCHI | @SESConf 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
    • Chicago | November 4–7, 2013 | #SESCHI | @SESConf B2B Social Advertising: Amplify Your Lead Generation TWITTER ADS 5 TIPS FOR LEAD GENERATION @john_a_lee
    • Chicago | November 4–7, 2013 | #SESCHI | @SESConf 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
    • Chicago | November 4–7, 2013 | #SESCHI | @SESConf Add @usernames and Import in Bulk @john_a_lee
    • Chicago | November 4–7, 2013 | #SESCHI | @SESConf 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
    • Chicago | November 4–7, 2013 | #SESCHI | @SESConf Twitter Lead Generation Card *Image courtesy of the Twitter blog. @john_a_lee
    • Chicago | November 4–7, 2013 | #SESCHI | @SESConf 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
    • Chicago | November 4–7, 2013 | #SESCHI | @SESConf 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
    • Chicago | November 4–7, 2013 | #SESCHI | @SESConf 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
    • Chicago | November 4–7, 2013 | #SESCHI | @SESConf Customize Shortened URLs @john_a_lee
    • Chicago | November 4–7, 2013 | #SESCHI | @SESConf B2B Social Advertising: Amplify Your Lead Generation YOUTUBE VIDEO ADS 5 TIPS FOR LEAD GENERATION @john_a_lee
    • Chicago | November 4–7, 2013 | #SESCHI | @SESConf 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
    • Chicago | November 4–7, 2013 | #SESCHI | @SESConf YouTube Video Ads #2 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
    • Chicago | November 4–7, 2013 | #SESCHI | @SESConf InSearch and InDisplay Point to Channel or Watch Page @john_a_lee
    • Chicago | November 4–7, 2013 | #SESCHI | @SESConf YouTube Video Ads #3 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
    • Chicago | November 4–7, 2013 | #SESCHI | @SESConf Call-to-Action Overlay @john_a_lee
    • Chicago | November 4–7, 2013 | #SESCHI | @SESConf • Link YouTube Channel to Google AdWords. YouTube Video Ads #4 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
    • Chicago | November 4–7, 2013 | #SESCHI | @SESConf YouTube Video Ads #5 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
    • Chicago | November 4–7, 2013 | #SESCHI | @SESConf 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
    • Chicago | November 4–7, 2013 | #SESCHI | @SESConf Thanks! Have questions? john@clixmarketing.com @john_a_lee @john_a_lee