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The Traffic Trifecta: Driving More Sales Through Paid Search + Organic Social + Paid Social


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Consumers who are exposed to a brand on social media are more likely to conduct a new search about the company on their mobile device. Even better, small businesses see the largest increase in referral traffic from social to search.

So, what does this synergy mean for your business? It proves that the customer journey is evolving and cross-channel marketing should be a big part of your online strategy.

Erin Sagin, PPC Evangelist at WordStream, and Andrew Caravella, Facebook expert at Sprout Social, will show you how to craft a consistent story across search and social to drive consumer discovery, traffic, and conversions.

During the webinar, you'll learn:
-Best practices for Paid Search & Paid Social
-The power of brand storytelling in Organic Social
-How to use multi-channel marketing as a lead vehicle

Published in: Sales, Marketing
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The Traffic Trifecta: Driving More Sales Through Paid Search + Organic Social + Paid Social

  1. 1. 1@erinsagin @andrewcaravella
  2. 2. 2@erinsagin @andrewcaravella Meet Your Presenters Erin Sagin • PPC Evangelist & Community Manager • 4+ years at WordStream • Hoola hooper, avid traveler, and devotee of just about every Netflix original TV series • Tweet me! @erinsagin Andrew Caravella • VP, Marketing at Sprout Social • 3+ years at Sprout Social • Industry speaker, SoulCycler, Tennis fanatic and known jet- setter. • Tweet me! @AndrewCaravella
  3. 3. 3@erinsagin @andrewcaravella Agenda: Our Traffic Funnel Organic social media boosts: • Reach of your social posts • Size of your social following • Amount of search traffic you receive Integrated paid search and social strategies: • Capitalize on your newfound search volume • Convert social media impressions into revenue
  4. 4. 4@erinsagin @andrewcaravella Launch Poll
  5. 5. 5@erinsagin @andrewcaravella Optimize Organic Content to Increase Reach & Awareness #1
  6. 6. 6@erinsagin @andrewcaravella Step 1: Pull Historical Message Data
  7. 7. 7@erinsagin @andrewcaravella Step 2. Study Your Most Successful Posts What Post Types Perform? • Links • Photos • Videos • Gifs • Text Updates • Offers • User-Generated-Content What Content Performs Well? • Company Updates • Articles from Your Blog • Articles from Other Blogs • eBooks • Webinars • Templates • Free Tools
  8. 8. 8@erinsagin @andrewcaravella Step 3: Leverage Hashtags in Your Posts
  9. 9. 9@erinsagin @andrewcaravella Step 4: Geo-Target Your Messages
  10. 10. 10@erinsagin @andrewcaravella Step 5: Determine the Best Days to Post
  11. 11. 11@erinsagin @andrewcaravella Step 6: Determine the Best Times to Post
  12. 12. 12@erinsagin @andrewcaravella Find New Prospects With Active Social Listening #2
  13. 13. 13@erinsagin @andrewcaravella Monitor Key Phrases • Brand Mentions • Product Mentions • Purchase Intent • Customer Needs • Competitors • Misspellings “Chicago restaurants”
  14. 14. 14@erinsagin @andrewcaravella Improve Brand Awareness Through Customer & Community Advocates #3
  15. 15. 15@erinsagin @andrewcaravella Get Your Customers Talking 1. Identify customer thought- leaders and active users 1. Understand why customers would want to talk about you 2. Provide amazing customer support to ensure happiness 3. Engage with and amplify customer content as you would your own
  16. 16. 16@erinsagin @andrewcaravella Get Thought Leaders Talking 1. Identify thought-leaders important to your brand/category • Scale with tools • Buzzsumo or Followerwonk. 2. Follow their social profiles and engage with their content regularly 3. Ask them for content/blog quotes and contributions, then mention them when you post it 4. Grow the relationship until they organically share your content
  17. 17. 17@erinsagin @andrewcaravella Amplify & Extend Brand Reach Through Employee Advocacy #4
  18. 18. 18@erinsagin @andrewcaravella Individual Employees are Highly Connected AVERAGE 305 Friends 55% HAVE 300–3,000 Connections AVERAGE 208 Followers
  19. 19. 19@erinsagin @andrewcaravella The Benefits of Employee Advocacy
  20. 20. 20@erinsagin @andrewcaravella trusted community of 85,000 100 employees x 850 connections Activating Employees Amplifies Brand Reach
  21. 21. 21@erinsagin @andrewcaravella Build More Qualified Relationships with 1-1 Engagement #5
  22. 22. 22@erinsagin @andrewcaravella Engage with Customers Not Quite Ready to Convert
  23. 23. 23@erinsagin @andrewcaravella Step Up Your Mobile-Ad Game #6
  24. 24. 24@erinsagin @andrewcaravella Mobile Is Officially a Big Deal
  25. 25. 25@erinsagin @andrewcaravella You Can’t Continue to Ignore Mobile
  26. 26. 26@erinsagin @andrewcaravella These Are All Too Familiar
  27. 27. 27@erinsagin @andrewcaravella Why the HECK Did We Create These Crappy Landing Pages?!?! CRYING
  28. 28. 28@erinsagin @andrewcaravella Because Mobile Is Slow…
  29. 29. 29@erinsagin @andrewcaravella Because Mobile Screens Are Tiny…
  30. 30. 30@erinsagin @andrewcaravella Because People Are Dumb
  31. 31. 31@erinsagin @andrewcaravella % Who Switched to Full Site
  32. 32. 32@erinsagin @andrewcaravella Conversion Rates: Mobile Site vs. Full Site
  33. 33. 33@erinsagin @andrewcaravella Invest In New Mobile Landing Pages
  34. 34. 34@erinsagin @andrewcaravella In the Interim — Explore Call Only Campaigns Bypass Your Mobile Landing Pages Altogether!
  35. 35. 35@erinsagin @andrewcaravella Revamp Your Ad Extensions & Formats #7
  36. 36. 36@erinsagin @andrewcaravella Really, Erin?
  37. 37. 37@erinsagin @andrewcaravella Extensions Are Practically Mandatory
  38. 38. 38@erinsagin @andrewcaravella New AdWords Extensions
  39. 39. 39@erinsagin @andrewcaravella New BingAds Extensions
  40. 40. 40@erinsagin @andrewcaravella Extension Implementation Strategy
  41. 41. 41@erinsagin @andrewcaravella Utilize AdWords NEW! Customer Match Feature #8
  42. 42. 42@erinsagin @andrewcaravella Identity Based Marketing = The Future
  43. 43. 43@erinsagin @andrewcaravella Identity-Based Marketing in Google?!
  44. 44. 44@erinsagin @andrewcaravella Even Better Match Rates Than Facebook!
  45. 45. 45@erinsagin @andrewcaravella Putting It Into Practice • Cross-Sell/Upsell/Resell existing customers • Segment and prioritize top candidates • Exclude Existing Customers • Extend to Similar Audiences
  46. 46. 46@erinsagin @andrewcaravella Amp Up Your Video Ads Efforts #9
  47. 47. 47@erinsagin @andrewcaravella Video Ads Are Quickly Gaining Popularity Video ad revenue is expected to grow by TWENTY PERCENT!
  48. 48. 48@erinsagin @andrewcaravella People LOVE to Engage With Video Content
  49. 49. 49@erinsagin @andrewcaravella Beat Your Competitors to the Punch
  50. 50. 50@erinsagin @andrewcaravella Leverage Existing Video Content
  51. 51. 51@erinsagin @andrewcaravella Use Video To Nurture Existing Prospects with Customer Match
  52. 52. 52@erinsagin @andrewcaravella Good Results? Broaden the Net with Similar Audiences!
  53. 53. 53@erinsagin @andrewcaravella Leverage Facebook Retargeting #10
  54. 54. 54@erinsagin @andrewcaravella Remarketing Works Wonders Yep, that’s $56…on ice cream. All thanks to remarketing.
  55. 55. 55@erinsagin @andrewcaravella Conversion Rates Increase With Ad Exposure
  56. 56. 56@erinsagin @andrewcaravella Only One Problem…
  57. 57. 57@erinsagin @andrewcaravella Facebook Offers More Customization
  58. 58. 58@erinsagin @andrewcaravella You Can Go Bananas With Targeting
  59. 59. 59@erinsagin @andrewcaravella Create Super Targeted Ads That WOW Viewers
  60. 60. 60@erinsagin @andrewcaravella Launch Poll
  61. 61. 61@erinsagin @andrewcaravella Live Q&A @AndrewCaravella @ErinSagin
  62. 62. 62@erinsagin @andrewcaravella Thanks for Attending! Tweet your questions @AndrewCaravella @ErinSagin