Better Lead Generation: How Targeting Personas through Search and Social Attains the Best Leads

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  • We know that search and social drive leads.


  • 1. Better Lead Generation:How Targeting Personas through Search and Social Attains the Best Leads Janet Driscoll Miller President and CEO, Search Mojo
  • 2. Agenda• The Keyword Search Challenge• Social Media Advertising• Combining It Together• Form Improvements via Social
  • 3. About Me• 14 years in search marketing• President and CEO of Search Mojo• Online Marketing Summit, SMX, Pubcon and others• Search Insider and other blogs
  • 4. The Keyword Search Challenge
  • 5. B2B Niche Searches• Most are low search traffic for very small target demographics• B2B tends to have low search volume – The higher the price of the B2B product or service the smaller the target audience In B2B it’s more important to get a small targeted group… … than a massive untargeted audience
  • 6. Keyword Demographics • Sometimes keywords have Consumers demographic overlaps between consumer and business searches • “Battery Testing” has 320 Google B2B Searches a month • Consumers seeking information B2B Niche on testing their car batteries and small batteries • Other B2B/Consumer Battery Testing – laptop batteries • Hybrid/Electric Car Battery Testing
  • 7. Keyword Demographics• Our client sells “Social Media Management Software” – Enterprise level product: 12 months/$100,000 commitment• These 2 people both search for “Social Media Management Software” Lives in parent’s basement. Has a band with a Facebook Page and Chief Marketing Officer of Twitter Account. Xerox
  • 8. Social Media Advertising
  • 9. Why Social?• Offers what search often lacks – High level of demographic targeting Facebook LinkedIn Likes Industry Gender Gender Status Update Title and/or Function Geographic Region Geographic Region School Company Size Age Seniority Level
  • 10. • 46.1% increase in ad growth*• Revenue estimated at 226 million* *eMarketer
  • 11. LinkedIn Marketing Solution• Display and social ads• Dedicated LinkedIn account manager• Minimum spend = $25,000/3 months• Guaranteed inventory and delivery• Cost per impression (CPM)• As low as $25 CPL
  • 12. Display/Social Ads
  • 13. Self-Serve Ads• Text Ads with Small Image• No Minimum Spend• Cost per Impression OR Cost per Click• As low as $13 CPL
  • 14. Self-Serve Text Ads
  • 15. Targeting
  • 16. Search LinkedIn Suggest• Search Alpha patterns [keyword] a, [keyword] b, [keyword] c, etc. to find new job titles and groups
  • 17. Look at Recommended Similar Titles
  • 18. Setting Up an Ad Campaign • Headline: 25 characters • Body: 75 characters • Image: 50x50 pixels
  • 19. Lead Collection• People who click your ads have the option to request contact• Notified by email of request for more info
  • 20. Challenges• Text Ads need to be rotated frequently• Display and Social ads need to be planned very far in advance for LinkedIn Account Manager – Your niche may be “too niche” for guaranteed delivery• Consider testing offers – Limited time offers seem to drive more clicks
  • 21. • Over 800 million active Facebook users• Expected 2012 revenue from ads: $5.74 billion *eMarketer
  • 22. Types of Ads• Social Ads – Ads that point to a location in Facebook – Includes “Sponsored Story” ads• Non-social Ads – Ads that point to a location outside of Facebook• For either: pay by impression or by click
  • 23. Social Ad Non-Social Ad
  • 24. Incredibly Specific Targeting
  • 25. Incredibly Specific Targeting
  • 26. Incredibly Specific Targeting
  • 27. Incredibly Specific Targeting
  • 28. Targeting Tips• Consider similar interests – Example: moms with small kids • Brands they may like: – Gymboree – Little Gym – Fisher-Price – Example: people who want “green” products • Brands they may like: – Whole Foods • Other “likes”: – Organic food – Organic gardening – Recycling
  • 29. Challenges• It’s not Google AdWords.• Often low CTR. – Don’t expect what you get in search ads.• Social ads often outperform non-social ads. – Remember your goals!
  • 30. Combining It All Together
  • 31.
  • 32. Form Improvements
  • 33. Shorter Forms = Higher Conversion Source: Marketo
  • 34. Shorter Forms = Higher Conversion• Reduced 9 form fields to only 3 Landing Page Conversion Long Checkout 0.26% Short Checkout 1.04% Increase 300% Source: Marketing Experiments
  • 35. Problems with Self-Submitted Data
  • 36. Solution: Social Login• Use Facebook or LinkedIn as a login option using OpenGraph protocol• Benefits: – Fast signup – Likely leads to higher conversion – Learn additional information (demographics) – Spam reduction
  • 37. Implementing Social Login on Forms• Marketing automation tools• Third-party tool (Gigya)• API
  • 38. Social Login 5% used social login
  • 39. Retargeting toSocial Ad Respondents
  • 40. What Is Retargeting?• Form of display advertising• Available through Google as “Remarketing”• Serves ads to previous visitors – Landing page or website visitors – Allows us to “recycle” those clicks that do not immediately convert
  • 41. What Is Retargeting? User visits a web page Google AdWords retargeting cookie added to Google user Retargeting ads show to user over many sites
  • 42. Social w/RetargetingAd targeted towards Landing page, focused dog lovers on dog products User clicks on social ad Google Mark User Responds to Offer Retargeting ads person as (Fills out form) focused on dogs dog lover show to user User Does Not Respond to Offer (Doesn’t fill out form)
  • 43. Using cookies with social ads Ad targeted towards Landing page, focused dog lovers on dog products User clicks on social ad Mark person as dog lover
  • 44. Nurture Personas Google Retargeting User Does ads focused Not Respond on dogs to Offer show to user (Doesn’t fill Person out form) Nurture with dog-marked as related emails,dog lover landing pages and messages User Responds to Offer (Fills out form)
  • 45. Key Takeaways• Social provides demographic data that search often cannot.• Social ad targeting can be very specific.• Social login helps gain more data and leads to higher quality signups.• Harnessing this social data leads to more effective retargeting ads.
  • 46. Contact Information• Janet Driscoll Miller•• 800-939-5938 x101• LinkedIn:• Twitter: @janetdmiller• Facebook:• Google+: Janet Driscoll Miller
  • 47. Thank