MarketingProfs B2B: Supercharge Your Search with Demographics

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Did you miss the MarketingProfs B2B Forum in Boston? Be sure to check out Janet Driscoll Miller's presentation featuring how you can enhance your search marketing via demographics you can

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MarketingProfs B2B: Supercharge Your Search with Demographics

  1. 1. JANET DRISCOLL MILLER PRESIDENT AND CEO SEARCH MOJO SUPERCHARGE YOUR B2B SEARCH ADVERTISING BY HARNESSING DEMOGRAPHICS FROM SOCIAL NETWORKS
  2. 2. AGENDA • Why Social? • Social Advertising – Options – Benefits – Challenges • Social Logins • Harnessing Social via Retargeting
  3. 3. 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
  4. 4. SOCIAL ADVERTISING
  5. 5. LINKEDIN • 46.1% increase in ad growth* • Revenue estimated at 226 million* *eMarketer
  6. 6. 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
  7. 7. DISPLAY/SOCIAL ADS
  8. 8. SELF-SERVE ADS • Text Ads with Small Image • No Minimum Spend • Cost per Impression OR Cost per Click • As low as $13 CPL
  9. 9. SELF-SERVE TEXT ADS
  10. 10. THINGS TO NOTE • Company vs. Personal Account • Ad Day based on GMT – No option for day parting – For ET, starts next day at 7PM
  11. 11. TARGETING
  12. 12. SEARCH LINKEDIN SUGGEST • Search Alpha patterns [keyword] a, • [keyword] b, [keyword] c, etc. • to find new job titles and groups
  13. 13. LOOK AT RECOMMENDED SIMILAR TITLES
  14. 14. SETTING UP AN AD CAMPAIGN • Headline: 25 characters • Body: 75 characters • Image: 50x50 pixels
  15. 15. LEAD COLLECTION • People who click your ads have the option to request contact • Notified by email of request for more info
  16. 16. CHALLENGES • Text Ads need to be rotated frequently • Display and Social ads need to be planned very far in advance for LinkedIn Account Manager • Consider testing offers – Limited time offers seem to drive more clicks
  17. 17. SOCIAL LOGINS
  18. 18. MARKETING WALL • Benefits – Gain more leads from content resources – Get more information from existing leads • Challenge – More form fields = lower conversion – Can be a barrier to content sharing
  19. 19. 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
  20. 20. SOCIAL LOGIN • Tools: Gigya.com
  21. 21. RETARGETING TO SOCIAL AD RESPONDENTS
  22. 22. WHY SOCIAL ADS? http://www.youtube.com/watch?v=DJLDF6qZUX0
  23. 23. 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
  24. 24. WHAT IS RETARGETING? Google AdWords retargeting cookie added to user User visits a web page Google Retargeting ads show to user over many sites
  25. 25. Google Retargeting ads focused on dogs show to user User Responds to Offer (Fills out form) User Does Not Respond to Offer (Doesn’t fill out form) User clicks on social ad Mark person as dog lover Ad targeted towards dog lovers Landing page, focused on dog products SOCIAL W/RETARGETING
  26. 26. User Does Not Respond to Offer (Doesn’t fill out form) NURTURE PERSONAS Google Retargeting ads focused on dogs show to user Nurture with dog- related emails, landing pages and messages User Responds to Offer (Fills out form) Person marked as dog lover
  27. 27. CONTACT Janet Driscoll Miller jmiller@search-mojo.com 800-939-5938 x101 Google+: +Janet Driscoll Miller (and +Search Mojo) Twitter: @janetdmiller Facebook: www.facebook.com/SearchMojo

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