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Larry Kim - The Top 10 Facebook and Twitter Advertising Content Promotion Hacks of All Time

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Learn unusual tips, strategies and processes for getting 10-100x more value from paid ad campaigns on Facebook and Twitter, including how to drive exponentially more traffic to your content and convert 3-5x more of those clicks into leads and sales - all for less than $50 per campaign. You'll take away critical insights into how the algorithms of paid social media advertising really work, and 10 ALL-NEW ridiculously powerful content promotion and conversion strategies, like how to get getting your content to the top of Digg, Hacker News, Reddit, Medium, Linkedin Pulse and other alternative channels.

Published in: Marketing
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Larry Kim - The Top 10 Facebook and Twitter Advertising Content Promotion Hacks of All Time

  1. 1. #INBOUND16 THE TOP 10 FACEBOOK AND TWITTER ADVERTISING CONTENT PROMOTION HACKS OF ALL TIME Larry Kim, Founder of WordStream, Inc.
  2. 2. MISSION TO MARS: The Top 10 Facebook and Twitter Content Promotion Hacks of All Time Larry Kim, Founder of WordStream, Inc.
  3. 3. OUR TARGET CUSTOMER IS STRANDED ON MARS! @larrykim #INBOUND16
  4. 4. BRING HIM HOME @larrykim #INBOUND16
  5. 5. Distance to Mars: 225 MILLION KM @larrykim #INBOUND16
  6. 6. Many Prior Efforts Haven’t Succeeded @larrykim #INBOUND16
  7. 7. #1. Organic Social Media Reach Stinks! Buffer Social’s Kevan Lee: We’ve Lost Half our Organic Social Media Traffic in the Last Year. @larrykim #INBOUND16
  8. 8. #2: 99.9% of Your Content Goes Nowhere 50% OF Content Gets ZERO Social Shares <0.1% Gets +1000 Shares @larrykim #INBOUND16
  9. 9. #3: Typical Conversion Rate Via Internet Marketing <1% @larrykim #INBOUND16
  10. 10. Selling Stuff via Content Marketing in 2016 Kind of Feels Like … @larrykim #INBOUND16
  11. 11. @larrykim #INBOUND16
  12. 12. 3 Random facts about your flight director Over 100 Successful flights to Mars @larrykim #INBOUND16
  13. 13. 1.Originally From Winnipeg #socialpro #22A2 @larrykim@larrykim @Chimaera_Labs@larrykim #CCS2016@larrykim #INBOUND16
  14. 14. Actual Photos of Boston Last Year @larrykim #INBOUND16
  15. 15. Live in Harvard Square Cambridge, MA @larrykim #INBOUND16
  16. 16. WordStream’s Headquarters 2008 2016 @larrykim #INBOUND16
  17. 17. Please Stop By WordStream’s Booth at Exhibit Hall S22! @larrykim #INBOUND16
  18. 18. 2. STUDIED ELECTRICAL ENGINEERING FOR 5 YEARS Studied Electrical Engineering For 5 Years @larrykim #INBOUND16
  19. 19. Have a 2-year old Kid (#ppckid)
  20. 20. How does Content Marketing REALLY work ? @larrykim #INBOUND16
  21. 21. This (almost) never happens! Most content goes nowhere The Path to purchase takes time and is indirect How Content Marketing Doesn’t (Usually) Work STEP 1 STEP 2 STEP 3 Create New Content Share on Social Networks (FB, Twitter, LinkedIn) People Buy Your Stuff @larrykim #INBOUND16
  22. 22. How to make Promotion and Sales Work More Reliably? @larrykim #INBOUND16
  23. 23. New Unicorn Rocket Technology! @larrykim #INBOUND16
  24. 24. Big Ad Budgets Not Required! @larrykim #INBOUND16
  25. 25. Use social ads as a CATALYST to Get the ball Rolling @larrykim #INBOUND16
  26. 26. Or as an ACCELERANT to Make Bigger Explosions @larrykim #INBOUND16
  27. 27. 1 2 3 (a) Paid Social Ads Provide MOST SCALABLE Content Promotion CREATE Produce content & share on social AMPLIFY Selectively promote top content on social media TAG Build remarketing audience by tagging site visitors with a cookie START/GO (Earth) @larrykim #INBOUND16
  28. 28. 5 4 6 (b) Social Ads Turn Visitors into SALES! Remarketing Remarket your audience with display & social ads and Remarketing Lists for Search Ads to promote offers FILTER Apply behavioral and demographic filters on audience CONVERT Capture qualified leads or sale END/REPEAT (Mars) @larrykim #INBOUND16
  29. 29. The Top 10 Paid Facebook & Twitter Advertising Hacks of All Time! @larrykim #INBOUND16
  30. 30. Larry’s #10 Social Ads Hack: Quality Score in Facebook and Twitter Ads! @larrykim #INBOUND16
  31. 31. HIGHER POST ENGAGEMENT Higher Relevance Score HIGHER RELEVANCE SCORE More Impression Share and Lower Cost Per Engagement “Relevancy Score” in Facebook = = @larrykim #INBOUND16
  32. 32. “Quality Adjusted Bid” in Twitter HIGHER Relevance, Resonance, Recency = HIGHER Quality Adjusted Bid = MORE Ad Impressions at Lower Cost RESONANCE: Are consumers engaging your Tweet? Do they retweet, favorite, or reply? RELEVANCE: Is your Tweet related to things a user is interested in? RECENCY: Is your Tweet fresh? Fresher Tweets get higher priority. @larrykim #INBOUND16
  33. 33. Higher Engagement Rate = (Much) Lower Cost Per Engagement Engagement Rate Cost per engagement $.005 $.02 $.03 $.08 68% 7% 21% 37% $3.00 1% @larrykim #INBOUND16
  34. 34. High QS (Great!) • High Ad Impression Share • Low Cost Per Engagement Get a High Quality Score! (Duh) High Post Engagement = High Quality Scores Low QS (Terrible!) • Low Ad Impression Share • High Cost Per Engagement @larrykim #INBOUND16
  35. 35. Promote Your BEST Stuff Instead (Unicorns: Your Top 1-2%) RETWEETS 1,488 FAVORITES 1,284 6:15AM – 7 Mar 2015 @larrykim #INBOUND16
  36. 36. Paid Social Ads ROI Analysis: 1500 Retweets & 100K Visitors for $250 @larrykim #INBOUND16
  37. 37. Just Say NO to Sending Donkeys into Space @larrykim #INBOUND16
  38. 38. How to ALWAYS Get High Quality Score Unicorns? @larrykim #INBOUND16
  39. 39. 7 Day Forecast: Sunny in Unicorn Land @larrykim #INBOUND16
  40. 40. @larrykim #INBOUND16
  41. 41. How To Tell if Your Rocket is a Unicorn or Donkey? 1. Lots of stuff (organically) to Twitter 2. Post Top stuff from Twitter, to LinkedIn & Facebook 3. Pay to Promote the Unicorns on Facebook & Twitter! @larrykim #INBOUND16
  42. 42. Test More Stuff Organically, Only Send Unicorns Into Space (Top 1-3%) @larrykim #INBOUND16
  43. 43. How to Find High Engagement Posts? (Unicorns!) @larrykim #INBOUND16
  44. 44. Paid Social Media Ads. Organic Social & Content Marketing What’s The Biggest Difference?? @larrykim #INBOUND16
  45. 45. Key to Paid Social Media Ads: Be Picky! Cast a Narrow Net, Maximize Engagement Rates Within. @larrykim #INBOUND16
  46. 46. Larry’s #9 Social Ads Hack: Premium Unicorn Kisses Rocket Fuel Get Even Better Mileage w/ Keyword Targeting (and other Targeting Methods) @larrykim #INBOUND16
  47. 47. OMG 10X Higher Engagement By Targeting #NeverHillary @larrykim #INBOUND16
  48. 48. Best Campaigns Have Precise Audience Definition (Note: Targeting all your fans is not precise..) Target: Fans of Donald Trump Social Media Marketing Job Titles #neverhillary NRA Members Exclude: Democrats Hillary Fans #neverTrump Bernie Sanders Fans (etc.) @larrykim #INBOUND16
  49. 49. Adding Audience Targeting Turns OK Ads Into Unicorns @larrykim #INBOUND16
  50. 50. Larry’s #8 Hack: Solid State Booster Rockets Get Free Clicks! @larrykim @Chimaera_Labs@larrykim #CCS2016@larrykim #INBOUND16@larrykim #INBOUND16
  51. 51. Buy 1 Retweet, Get 3 Free! @larrykim #INBOUND16
  52. 52. Larry’s #7 Hack: Secondary Stage Booster Rockets Facebook Video Ads! @larrykim #INBOUND16
  53. 53. @larrykim #INBOUND16
  54. 54. Video Ad Campaigns Increase Relevancy Score by 2 Points! @larrykim #INBOUND16
  55. 55. $0.01 Cents Per Video View! @larrykim #INBOUND16
  56. 56. Larry’s #6 Social Ads Hack: Ion Boosters Custom Audiences @larrykim #INBOUND16
  57. 57. New “Tailored Audiences” or “Custom Audiences” @larrykim #INBOUND16
  58. 58. People-Based Marketing is Like Email Marketing But Better Email Marketing Limit number of blasts to reduce unsubscribes .5-2% unsubscribes each blast People Need to opt into your list Tons of unqualified emails on the list People-Based Marketing Fixed Fixed Fixed Fixed @larrykim #INBOUND16
  59. 59. Identity Marketing Using Custom Audiences in Social Ads Identity based marketing opens up a TON of new and exciting advertising use cases! @larrykim #INBOUND16
  60. 60. This is a True Story @larrykim #INBOUND16
  61. 61. Shared the Article on My Social Media @larrykim #INBOUND16
  62. 62. Promoted Post to My List of Influencers @larrykim #INBOUND16
  63. 63. Business Insider Asks To Publish Story @larrykim #INBOUND16
  64. 64. SEO Link Building Dance @larrykim #INBOUND16
  65. 65. Go All-In With Unicorns! Re- promote Post! @larrykim #INBOUND16
  66. 66. Fox News Producer Emails One Hour Later @larrykim #INBOUND16
  67. 67. @larrykim #INBOUND16
  68. 68. @larrykim #INBOUND16
  69. 69. Facebook Baby Hoodie ($25 value!) #ppckid @larrykim #INBOUND16
  70. 70. Custom Audience Social Ads ROI Analysis: • Live Interviews with Fox, BBC, etc. • 250 High Value Press Pickups + Links • Massive Brand Exposure • +100k Site Visitors • I’m a Columnist on Business Insider • Business Relationship /w Facebook • Facebook Baby Hoodie worth $25 Total Cost: $50 Total Time 10 minutes @larrykim #INBOUND16
  71. 71. Many Ecommerce Applications for Custom audiences! @larrykim #INBOUND16
  72. 72. Ecommerce Audience Email Segmentations New Purchasers Non-Purchase Users Active Purchasers Customers with Expired Warranty Abandoned Shopping Cart Users Frequent Purchasers High Price Item Purchasers Recent Purchasers @larrykim #INBOUND16
  73. 73. #SMX #14B3 @larrykim Grow Your Audience Size Using Similar Audiences! @larrykim #INBOUND16
  74. 74. We’re Now in Orbit! Very Few Make it This Far <1% @larrykim #INBOUND16
  75. 75. Larry’s #5 Hack: @larrykim #INBOUND16
  76. 76. Slingshot Around Large Gravitational Force To Save Propellant @larrykim #INBOUND16
  77. 77. Large Gravitational Forces on Internet: @larrykim #INBOUND16
  78. 78. Over a Million Views & 6654 Likes! @larrykim #INBOUND16
  79. 79. Arianna Huffington Shared the Story And Asked Me to Be a Columnist. @larrykim #INBOUND16
  80. 80. New York Observer, Time Magazine & Mental Floss Syndicated Story. HOW?! @larrykim #INBOUND16
  81. 81. Ranked #10 Author on Medium! HOW?! @larrykim #INBOUND16
  82. 82. Over Half a Million Views / Month! @larrykim #INBOUND16
  83. 83. @larrykim #INBOUND16
  84. 84. 1564 Upvotes + Front Page + 500k Views! @larrykim #INBOUND16
  85. 85. Larry’s #4 Hack: Lunar Gravitational Slingshot @larrykim #INBOUND16
  86. 86. Hacking Google Machine Language Enabled Ranking Algorithms for Insanely Awesome SEO @larrykim #INBOUND16
  87. 87. Current & Future Google SEO Ranking Signals Current Google 1.Links 2.Keywords 3.…? Future Google?? 1.User Engagement Metrics (Click Through Rate & Dwell Time) 2.Links 3.Keywords @larrykim #INBOUND16
  88. 88. +/- 3% Increase in Post Engagement +/- 1 Spot in Organic Position Rankbrain Reward & Penalties? @larrykim #INBOUND16
  89. 89. Bounce Rate vs. Organic Position Pass: Bounce Rate Low Enough Fail: Bounce Rate Too High @larrykim #INBOUND16
  90. 90. • More Clicks & Conversions • Better SEO Rankings • Even More Clicks & Conversions! So… Get Really High Organic CTRs & Conversion Rates! @larrykim #INBOUND16
  91. 91. Social Media Ads Builds Brand Recognition & Doubles Organic Search CTR & Conversion Rates! @larrykim #INBOUND16
  92. 92. We’re now Orbiting Mars! @larrykim #INBOUND16
  93. 93. Larry’s #3 Social Ad Hack: Mars Ascent Vehicle (MAV) Social Media Remarketing @larrykim #INBOUND16
  94. 94. LovePop Cards: @larrykim #INBOUND16
  95. 95. 3-Dimensional Pop-Up Cards @larrykim #INBOUND16
  96. 96. @larrykim #INBOUND16
  97. 97. Returning Visitors: 1. Existing Customers 2. 1-Day Remarketing Audience 3. 7, 30, 180-day Remarketing Audiences New Visitors: 1. Lookalike Audiences 2. Interest, Behavior & Demographic-Based Audiences. Note: Exclude the overlap (duh). Larry’s Ad Retargeting Stack @larrykim #INBOUND16
  98. 98. @larrykim #INBOUND16
  99. 99. Facebook Product Ads (duh!) @larrykim #INBOUND16
  100. 100. YouTube TrueView for Shopping Ads @larrykim #INBOUND16
  101. 101. 12-32x Return on Ad Spend! (ROAS) @larrykim #INBOUND16
  102. 102. Power of Social Remarketing So Push HARD OFFERS (Sign-Ups, Consultations, Downloads, etc.) Engagement Rates! Conversion Rates! 3X 3X 1/3 Cost Per Click @larrykim #INBOUND16
  103. 103. #2 Social Ads Hack: Mars Intercept! Combining Remarketing + Demographic + Behavioral Targeting + High Engagement Content @larrykim #INBOUND16
  104. 104. Behold The Awesome Power of Super Remarketing Behavioral & Interest Targeting = They’re interested in your stuff Remarketing = They Recently Checked Out Your Stuff Demographic Targeting = They Can Afford to Buy Your Stuff Target a Narrow Audience That Meets all 3 Criteria with HIGH ENGAGEMENT UNICORNS = $$$ @larrykim #INBOUND16
  105. 105. Use Social Ads + PPC Search Ads on Google Using Remarketing Lists for Search Ads! (RLSA!) Larry’s #1 Social Hack: Mars Gravitational Slingshot Home @larrykim #INBOUND16
  106. 106. Target search ads only to people who recently visited your site! REMARKETING LISTS FOR SEARCH ADS (RLSA) Users visit your site, get added to your remarketing list Show them customized ads when they search on Google! @larrykim #INBOUND16
  107. 107. The Power of SEARCH Remarketing Click Through Rates3X 1/3 3X Cost Per Click So What’s The Catch?? Conversion Rates! @larrykim #INBOUND16
  108. 108. The Problem with RLSA Solution: Use Social Ads to make the smaller circle 100-1000x bigger for cheap! People unfamiliar with your brand People familiar with your brand RLSA only targets these usersRLSA Doesn’t Target These Users (By Definition) @larrykim #INBOUND16
  109. 109. WHAT DOES IT ALL MEAN? @larrykim #INBOUND16
  110. 110. How Advertising REALLY Works STEP 1: Promote Inspirational / Memorable Content about Your Brand to your Target Market STEP 2: People See The Ad, But Don’t Necessarily Take Action Right Away. (But Become Biased) STEP 3: Later when the Need Arises, People either: Do a Branded Search for Your Stuff Do Un-Branded Search but Biased Towards Clicking & Buying From You. @larrykim #INBOUND16
  111. 111. Brand Affinity DRAMATICALLY Impacts CTR (+2-3x!) @larrykim #INBOUND16
  112. 112. Brand Affinity DRAMATICALLY Impacts CONVERSION RATES (+2-3x!) @larrykim #INBOUND16
  113. 113. Summary: Larry’s Top 10 Social Ad Hacks Unicorn Rockets: Only Launch Unicorns into Space. 10 Unicorn Rocket Fuel: Audience Targeting to Increase Engagement 9 Solid State Boosters: Generate FREE Clicks from Paid Ads 8 Secondary Booster Rockets: Video Ads! 7 Ion Boosters: Custom Audiences 6 @larrykim #INBOUND16
  114. 114. Summary: Larry’s Top 10 Social Ad Hacks Earth Gravity Assist: Reddit, Digg, Medium, Linkedin Pulse, etc 5 Mars Ascent Vehicle: Social Remarketing 3 Lunar Gravitational Slingshot: Hacking RankBrain for SEO 4 Mars Gravitational Slingshot Home: Combining Paid Search & Social Ads 1 Mars Intercept: Combine Everything with Super Remarketing 2 @larrykim #INBOUND16
  115. 115. Find Your Unicorns! @larrykim #INBOUND16
  116. 116. Be a Unicorn in a Sea of Donkeys! @larrykim #INBOUND16
  117. 117. @larrykim #INBOUND16 Visit WordStream at INBOUND #S22 in Exhibit Hall!!
  118. 118. @larrykim #INBOUND16
  119. 119. Thank you, INBOUND! @larrykim #INBOUND16

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