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Making it Happen: Search & Social

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From the SMX West Conference in San Jose, California, March 3-5, 2015. SESSION: Making It Happen: Search & Social. PRESENTATION: Making it Happen: Search & Social - Given by Janet Driscoll Miller - Marketing Mojo, President, CEO. #SMX #33C

Published in: Marketing

Making it Happen: Search & Social

  1. 1. March 5, 2015 Making It Happen: Search & Social Janet Driscoll Miller President and CEO Marketing Mojo @janetdmiller
  2. 2. searchmarketingexpo.com @JanetDMiller #SMX #33C INTENT IDENTITY
  3. 3. searchmarketingexpo.com @JanetDMiller #SMX #33C • Demographics: • Gender • Age • Ethnicity • Income • Employment status • Language • Psychographics: • Personality • Values • Opinions • Attitudes • Interests • Lifestyles WHAT ARE DEMOGRAPHICS AND PSYCHOGRAPHICS?
  4. 4. searchmarketingexpo.com @JanetDMiller #SMX #33C • “Social Media Management Software” • Enterprise level product: 12 months/$100,000 commitment • But WHO searches using this term? THE INTENT CHALLENGE
  5. 5. searchmarketingexpo.com @JanetDMiller #SMX #33C • “Ham-Fisted Bidders” are bidding on ego and not on the results the advertising brings • The more expensive the B2B offering, the higher the bid • Competition is high for a limited B2B audience THE PAID SEARCH PROBLEM IN B2B “RAID Data Recovery” $64 CPC “business VOIP solutions $51 CPC “managed hosting providers” $49 CPC “data room services” $41 CPC “VPS Dedicated Server” $32 CPC “managed services provider” $31 CPC “merchant account providers” $28 CPC “medical billing software” $27 “best conference call service” $25 CPC “domain names registry” $24 CPC “online backup software” $24 CPC “server monitoring software” $24 CPC “managed IT services” $23 CPC “CRM Software Programs” $22 CPC “business credit card” $19 CPC “business bank account” $15 CPC Search Engine Marketing Roundup
  6. 6. INTENT (SEARCH ENGINES) IDENTITY (?)
  7. 7. INTENT (SEARCH ENGINES) IDENTITY (SOCIAL MEDIA)
  8. 8. searchmarketingexpo.com @JanetDMiller #SMX #33C WHY SOCIAL? Facebook LinkedIn Likes Industry Gender Gender Status Update Title and/or Function Geographic Region Geographic Region School Company Size Age Seniority Level Income Targeting Groups
  9. 9. searchmarketingexpo.com @JanetDMiller #SMX #33C COMBINING IDENTITY WITH INTENT
  10. 10. Source: Marin Software
  11. 11. Source: Marin Software
  12. 12. searchmarketingexpo.com @JanetDMiller #SMX #33C Visitor Signs Up Visitor Does Not Sign Up User clicks on social ad Mark visitor as healthcare CIO THE KEY: INTEGRATION Ad targeted towards healthcare CIOs Landing page – Webinar registration Retargeted Display Ads via Google Retargeted Display Ads via Facebook Retargeted Search Ads via Google Nurture via marketing automation
  13. 13. searchmarketingexpo.com @JanetDMiller #SMX #33C • Continue to nurture the relationship via: • New offers • Targeted, personalized messages GOOGLE ADWORDS DISPLAY RETARGETING
  14. 14. searchmarketingexpo.com @JanetDMiller #SMX #33C CASE STUDY: ENTERPRISE SOFTWARE 0 100 200 300 400 PPC Alone PPC and LinkedIn Conversions 0 200 400 600 800 PPC Alone PPC and LinkedIn Cost Per Lead $- $20,000.00 $40,000.00 $60,000.00 $80,000.00 $100,000.00 PPC Alone PPC and LinkedIn Cost
  15. 15. searchmarketingexpo.com @JanetDMiller #SMX #33C ROI OF LINKEDIN 1178% (pipeline)(revenue) ROI281%
  16. 16. searchmarketingexpo.com @JanetDMiller #SMX #33C SOCIAL LOGIN
  17. 17. searchmarketingexpo.com @JanetDMiller #SMX #33C THINK BEYOND LANDING PAGES AND ADS 10% used social login
  18. 18. searchmarketingexpo.com @JanetDMiller #SMX #33C GETTING STARTED
  19. 19. searchmarketingexpo.com @JanetDMiller #SMX #33C • What do your current customers look like? • What are their demographics? • What are their psychographics? DEVELOP BUYER PERSONAS
  20. 20. searchmarketingexpo.com @JanetDMiller #SMX #33C • Determine best platforms • Consider using social logins/form fills • Ensure you meet the minimums • Display retargeting on Google: 100/audience • RLSA on Google: 1000/audience DETERMINE TARGETING
  21. 21. searchmarketingexpo.com @JanetDMiller #SMX #33C DETERMINE MESSAGING AND OFFERS
  22. 22. searchmarketingexpo.com @JanetDMiller #SMX #33C • Run ads on social platforms • Retarget website visitors and social ad respondents via retargeting • Personalize offers and ads RUN ADS AND RETARGET
  23. 23. searchmarketingexpo.com @JanetDMiller #SMX #33C

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