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#CMCa2z @larrykim
Facebook, Twitter & Other
Content Promotion Strategies
for 2017 & Beyond
Larry Kim,
GrowthHackers Webina...
#CMCa2z @larrykim
Today’s Agenda: Unicorn Marketing!
1. Larry’s Unicorn
Theory of Marketing
3. Donkey &
Unicorn Detection
...
#CMCa2z @larrykim
3 Random
Facts About
Larry
@larrykim, @seanellis #GrowthHackers
#CMCa2z @larrykim
Slightly
Obsessed With
Unicorns
Make PPC
Magical
Again!
@larrykim, @seanellis #GrowthHackers
Live in Harvard Square, Cambridge, MA
@larrykim, @seanellis #GrowthHackers
#CMCa2z @larrykim
WordStream in 2008 vs. 2017
2008 2017
@larrykim, @seanellis #GrowthHackers
#CMCa2z @larrykim
5-Year Growth =
2945%
(98% CAGR)
Capable Growth Hacker
@larrykim, @seanellis #GrowthHackers
Working on a
New Venture for
the Last Few
months!
@larrykim, @seanellis #GrowthHackers
Have a 3-year old Kid (#ppckid)
#CMCa2z @larrykim
Today, 98% of
marketing efforts
go nowhere (and I
think I know why!)
Part 1: Larry’s Crazy Unicorn Marke...
#CMCa2z @larrykim
WordStream Blog Article Performance
for Stories Published in 2016
I work hard on +300
blog last year but...
#CMCa2z @larrykim
An Epidemic Failure to Understand What
Exactly is “Quality” Content
@larrykim, @seanellis #GrowthHackers
#CMCa2z @larrykim
They Make Arguments in Favor of Attributes Rather Than Outcomes
@larrykim, @seanellis #GrowthHackers
#CMCa2z @larrykim
If Your Content is
So Great Why is it
Going Nowhere?
If you have all the
attributes…Why
does 98% of your...
#CMCa2z @larrykim
They are Rewarding
Unicorns &
Punishing Donkeys!
Facebook & Google Algorithms Have
Dramatically Changed ...
#CMCa2z @larrykim
The Future of Content
Marketing is Increasingly
Winner-Take-All. Time to
Adjust Content Strategy!
Traffi...
#CMCa2z @larrykim
Visibility on Social Media is
Increasingly Winner-Take-All!
What to do about it??
Number of Facebook Sha...
#CMCa2z @larrykim
New Strategy!
Unicorn
Marketing!
Time to Re-Align our Definition of “Quality” with how
Facebook & Google...
#CMCa2z @larrykim
Part 2: Donkeys vs. Unicorns
What’s the difference? Hint: It’s both
RELATIVE & CROSS-CHANNEL!!
@larrykim...
#CMCa2z @larrykim
Post Engagement Rates for 129 Facebook Status
Updates for a Random Customer
Unicorn Social
Updates are +...
#CMCa2z @larrykim
A Small
Number of
Stories (10%)
Generate
Most of the
Traffic (+60%)
Typical Blog Traffic Distribution
@l...
#CMCa2z @larrykim
Unicorns
(Your Top 3%)
Viral Hits
(Gangnam Style!)
VS
@larrykim, @seanellis #GrowthHackers
#CMCa2z @larrykim
Finding the Unicorns Among The Donkeys
Spoiler Alert:
It’s the Click-Through-Rates!
@larrykim, @seanelli...
#CMCa2z @larrykim
The Key To AdWords Has Always Been About
User Engagement (Quality Score)
@larrykim, @seanellis #GrowthHa...
#CMCa2z @larrykim
Quality Score (Dramatically) affects
your AdWords CPC
10 Discounted by 50.0%
9 Discounted by 44.2%
8 Dis...
#CMCa2z @larrykim
Facebook & Twitter Ads:
Higher Engagement Rate = (Much) Lower Cost Per Engagement
Engagement Rate
Cost p...
#CMCa2z @larrykim
Do Click Through Rates Impact Rankings? (Spoiler Alert: YES!)
What About Organic Search?
@larrykim, @sea...
#CMCa2z @larrykim
What’s A Good Click Through Rate for
Organic Search? (Spoiler Alert: It’s in Flux)
OrganicSearchClickThr...
#CMCa2z @larrykim
What About
the Facebook
Newsfeed
Algo?
@larrykim, @seanellis #GrowthHackers
#CMCa2z @larrykim
User Browses Feed
Newsfeed algorithm displays something it thinks
might be interesting to the user.
Did ...
#CMCa2z @larrykim
How does CTR (open rates) impact
Email Marketing Success?
@larrykim, @seanellis #GrowthHackers
#CMCa2z @larrykim
Email Spam Filter
Algos Work the
Same Way
(Filtering Low
Engagement
Emails)
@larrykim, @seanellis #Growt...
#CMCa2z @larrykim
Are They Related to Engagement Rates?
What About Conversion Rates?
@larrykim, @seanellis #GrowthHackers
#CMCa2z @larrykim
Higher CTRs = Higher Conversion Rates
@larrykim, @seanellis #GrowthHackers
#CMCa2z @larrykim
Picnic Pants*
(inspired by Wil Reynolds!)
Drones
Vs.
CTR
• Picnic Pants
Drones •
Conversion Rate
@larryk...
#CMCa2z @larrykim
These Unicorns All Have High
Engagement in Common!
SEO
Unicorn
Paid/Organic
Social Unicorn
CRO
Unicorn
P...
#CMCa2z @larrykim
PPC, SEO & Social Media Employ
ML-Enabled Algos that Reward High
Engagement Content with Greater
Visibil...
#CMCa2z @larrykim
Part 3. Donkey &
Unicorn Detection
@larrykim, @seanellis #GrowthHackers
#CMCa2z @larrykim
9 out of 10 marketers suffer from
Donkey Denial Syndrome*
@larrykim, @seanellis #GrowthHackers
#CMCa2z @larrykim
Need an Objective Way to Discern Unicorns
vs. Non-Unicorn Campaigns
Spot The Unicorn
@larrykim, @seanell...
#CMCa2z @larrykim
Larry’s Donkey Detector
Finds Unusually
High User
Engagement
Rates!
@larrykim, @seanellis #GrowthHackers
#CMCa2z @larrykim
Larry’s Unicorn Detecting Pyramid Scheme
1. Produce and Audition
Lots of Campaigns
2. Measure User
Engag...
#CMCa2z @larrykim
What’s a Good
Engagement Rate?
@larrykim, @seanellis #GrowthHackers
#CMCa2z @larrykim
High
Engagement
Unicorns
Low
Engagement
Donkeys
What’s the
Difference?
(Remember: It’s
Relative!)
@larry...
Email Subject Line Open Rate
Can We Connect on Linkedin? 46.21%
44 Fabulous Tips for Facebook Advertising 30.25%
Wake up a...
#CMCa2z @larrykim
The Top 10% of Offers Convert
+5x Better Than Donkeys
Search Conversion Rate Distribution
Median: 2.35%
...
#CMCa2z @larrykim
Unicorn Marketing Power Law: 85% of the value
Comes from 5% of the Campaigns!
@larrykim, @seanellis #Gro...
#CMCa2z @larrykim
High Engagement
= Your Top ~3%
Content!
Focus on them
Because they do
WAY better in SEO,
PPC, Social Med...
#CMCa2z @larrykim
Part 4: The Unicorn Alert …& Making Unicorn Babies
@larrykim, @seanellis #GrowthHackers
#CMCa2z @larrykim@larrykim, @seanellis #GrowthHackers
#CMCa2z @larrykim
FREE MARKETING CALENDAR
@larrykim, @seanellis #GrowthHackers
#CMCa2z @larrykim
Content Treadmill
@larrykim, @seanellis #GrowthHackers
#CMCa2z @larrykim
Sound The
Unicorn Alert!
@larrykim #GrowthHacker
#CMCa2z @larrykim
… And
Make
Unicorn
Babies!
@larrykim, @seanellis #GrowthHackers
#CMCa2z @larrykim
Example Unicorn
Baby #1: a
contributed
article on the
identical topic
@larrykim, @seanellis #GrowthHacke...
#CMCa2z @larrykim
Example
Unicorn Baby
#2: a follow-
up story
(explore topic
in greater
depth)
@larrykim, @seanellis #Grow...
#CMCa2z @larrykim@larrykim, @seanellis #GrowthHackers
#CMCa2z @larrykim
Unicorn Baby Generates Nearly 100k Views
@larrykim, @seanellis #GrowthHackers
#CMCa2z @larrykim
Unicorn
Infographicification™
& Videoification™
@larrykim, @seanellis #GrowthHackers
#CMCa2z @larrykim@larrykim, @seanellis #GrowthHackers
#CMCa2z @larrykim
Webinars & Conference Presentations
@larrykim, @seanellis #GrowthHackers
#CMCa2z @larrykim@larrykim, @seanellis #GrowthHackers
#CMCa2z @larrykim
Webinar Performance in 2016
Average Donkey: 674
Average Unicorn: 3323
5 Webinars Generated
71% of the Re...
#CMCa2z @larrykim
Boost Your
Unicorns With
Social Media
Ads & PPC
Advertising
@larrykim, @seanellis #GrowthHackers
#CMCa2z @larrykim
Facebook Ads: High Relevance Score = Low Cost Per Click
@larrykim, @seanellis #GrowthHackers
1 penny
per...
#CMCa2z @larrykim
6 Cents
Per Click!
@larrykim, @seanellis #GrowthHackers
#CMCa2z @larrykim@larrykim, @seanellis #GrowthHackers
#CMCa2z @larrykim
Larry’s Unicorn
Marketing Truth
Bomb:
Unicorn Creation
is More of a
Numbers Game
Than Most
Marketers Wan...
#CMCa2z @larrykim
Part 5: Larry’s
Favorite Facebook
Advertising Content
Promotion Hacks of
2017!
@larrykim, @seanellis #Gr...
#CMCa2z @larrykim
#7: The
Russian
Ad
Targeting
Method
@larrykim, @seanellis #GrowthHackers
#CMCa2z @larrykim@larrykim, @seanellis #GrowthHackers
#CMCa2z @larrykim@larrykim, @seanellis #GrowthHackers
#CMCa2z @larrykim@larrykim, @seanellis #GrowthHackers
#CMCa2z @larrykim@larrykim, @seanellis #GrowthHackers
• 42 “Likes”
• 27 shares
• 20 comments
• 3 page likes
• 200 website
...
#CMCa2z @larrykim@larrykim #GrowthHacker
#6: Larry’s Inverted
Unicorn Facebook Ad
Targeting Method
@larrykim, @seanellis #...
#CMCa2z @larrykim
Regular Ad
Targeting:
Casting a
Narrow Net to
Maximize
Engagement
Rates
Remarketing
Demographic
Interest...
Behold The Awesome Power of Quintuple Unicorn Ad Targeting
Behavioral & Interest Targeting =
They’re interested in your st...
People Who
Like Email
Marketing
AND .. Have
Marketing Job
Titles
Unicorns!
@larrykim #GrowthHacker
Example of Normal Faceb...
Inverted Unicorn: Target two completely UNRELATED Interests!
People Who
Like Game of
Thrones
Inverted
Unicorn Ad
Targeting...
@larrykim, @seanellis #GrowthHackers
Remarkably
Low Ad
Costs Due to
Unusually
High
Engagement
Rates
@larrykim, @seanellis #GrowthHackers
#5: Larry’s Unicorn Projection
Ad Targeting Method
@larrykim, @seanellis #GrowthHackers
Weird Hack to
GUARANTEE a
spot on NY
Times Bestseller
List?
@larrykim, @seanellis #GrowthHackers
These Sites Generate Tons of Free Exposure
and Work the Same Way!
@larrykim, @seanellis #GrowthHackers
Over a Million Views
& 9,012 Likes!
@larrykim, @seanellis #GrowthHackers
Arianna Huffington Shared the Story, Time
Magazine (etc.) Ran it.
@larrykim, @seanellis #GrowthHackers
Over Half a Million Views per Month! HOW?
@larrykim, @seanellis #GrowthHackers
Ranked #8
Author on
Medium! HOW?!
@larrykim, @seanellis #GrowthHackers
@larrykim, @seanellis #GrowthHackers
1564 Upvotes +
Front Page +
500k Views!
@larrykim, @seanellis #GrowthHackers
All 510,803
Reddit
Followers on
Twitter
@larrykim, @seanellis #GrowthHackers
#4: Larry’s Donkey Removal Ad Targeting Hack
@larrykim, @seanellis #GrowthHackers
10,700 Likes
1,593 Shares
390 Comments
65,434 Views!
@larrykim, @seanellis #GrowthHackers
@larrykim, @seanellis #GrowthHackers
#CMCa2z @larrykim
# 3: Larry’s
Unicorn
Slush Fund!
@larrykim, @seanellis #GrowthHackers
#CMCa2z @larrykim
Unicorn Slush Fund Monthly PPC BudgetVS
@larrykim, @seanellis #GrowthHackers
#CMCa2z @larrykim
Make People Think You’re a Unicorn!
#2: Larry’s Fake Unicorn Hack
@larrykim #GrowthHacker
#CMCa2z @larrykim
These
Algorithms
are Very
Dumb!
@larrykim, @seanellis #GrowthHackers
#CMCa2z @larrykim
Fake Unicorn Hack:
Buy Crappy Clicks!
@larrykim, @seanellis #GrowthHackers
#CMCa2z @larrykim@larrykim, @seanellis #GrowthHackers
#CMCa2z @larrykim
I sent 111
(Real)
Notifications
to CrazyEgg!
The “Buy-Ads-
for-Other-
Companies”
Hack!
@larrykim, @seane...
#CMCa2z @larrykim
#1: Larry’s Unicorn
BRAND Hack for
Doubling or Tripling
Click Through Rates!
@larrykim, @seanellis #Grow...
#CMCa2z @larrykim
Click Through Rates of
New vs. Repeat Visitors
New Visitors
(LOW Brand Affinity)
Repeat Visitors
(HIGH B...
#CMCa2z @larrykim
Brand Affinity DRAMATICALLY Impacts CTR (+2-3x!)
@larrykim, @seanellis #GrowthHackers
#CMCa2z @larrykim
Brand Affinity DRAMATICALLY Impacts
CONVERSION RATES (+2-3x!)
@larrykim, @seanellis #GrowthHackers
The Hack: Create &
Promote Content
*Outside* of Your Niche
(Connect to Customers,
Earlier!)
@larrykim, @seanellis #GrowthH...
Broadest Interest of
your Target Audience
(Which you can
credibly speak to –
Outside your niche)
Find the Biggest
Overlapp...
Use Google
Analytics User
Explorer to Gain
Insights To
Determine Target
Market
@larrykim, @seanellis #GrowthHackers
Upload Your
Customer List to
Facebook
Insights!
@larrykim, @seanellis #GrowthHackers
Even Twitter
Has Audience
Insights!
@larrykim, @seanellis #GrowthHackers
Create &
Advertise
Off-Topic
Content to
Build Brand
Biases (At
least 20% of
Resources!)
@larrykim, @seanellis #GrowthHacke...
How Content Marketing REALLY Works
STEP 1:
Demand Creation: Create & Promote Inspirational / Memorable
Content about Your ...
#CMCa2z @larrykim
7. Quintuple Unicorn
Combine Interests,
Demographics, Behaviors,
Remarketing & High
Engagement Content
6...
#CMCa2z @larrykim
What Does it
All Mean?
Unicorn
Marketing?
@larrykim, @seanellis #GrowthHackers
#CMCa2z @larrykim
5
4
3
Unicorn Marketing: Data Driven
Marketing Strategy for 2018 & Beyond
Optimize for Engagement
ML- Sy...
#CMCa2z @larrykim
2
1
Kill Your Donkeys.
Milk Your Unicorns.
Donkey
Elimination
Stop Wasting time
pushing donkeys.
Let the...
#CMCa2z @larrykim
Virtuous Cycle of Unicorn Land
1. Unicorn Alert Yields More Brand Affinity
2. Better Brand Affinity = Hi...
#CMCa2z @larrykim
Now Entering
Unicorn-Land!
“Be a Unicorn in a Sea of Donkeys”
THANK YOU Sean and GH Team!
@larrykim, @se...
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Larry Kim's Top 10 Facebook Hacks of all time!

"These days content marketing feels like a suicide mission,” Says Larry Kim.

That’s in part because marketing demand generation has changed and has become so incredibly competitive. So how can brands and marketers get more leads and sales without spending an arm and a leg?

Two words: Social ads.

Facebook and Twitter Ads are governed by complex ad algorithms which govern how often your ads are shown and how much you pay per click.

The good news is: any algorithm has loopholes and can be cracked. Join Larry for a presentation of unusual-yet-proven social media advertising strategies designed to generate millions of page views at a tiny fraction of a penny per click, then how to convert those visitors into valuable leads and sales for your business.

In this webinar, Larry Kim will cover:

The algorithms of social ads: Relevancy Score and Quality Adjusted Bid - How much you should bid, which ads you should run, which ad objectives you should choose

Advanced ad targeting strategies, including how to use social ads to make content go 'viral' on social media outlets like Reddit, LinkedIn Pulse, Medium, Hacket News and more

Social re-marketing: strategies for turning clicks into leads and sales on the cheap

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Larry Kim's Top 10 Facebook Hacks of all time!

  1. 1. #CMCa2z @larrykim Facebook, Twitter & Other Content Promotion Strategies for 2017 & Beyond Larry Kim, GrowthHackers Webinar @larrykim, @seanellis #GrowthHackers
  2. 2. #CMCa2z @larrykim Today’s Agenda: Unicorn Marketing! 1. Larry’s Unicorn Theory of Marketing 3. Donkey & Unicorn Detection 5. My Favorite Facebook Advertising Hacks! 4. The Unicorn Alert & Making Unicorn Babies 2. Unicorns vs. Donkeys @larrykim, @seanellis #GrowthHackers
  3. 3. #CMCa2z @larrykim 3 Random Facts About Larry @larrykim, @seanellis #GrowthHackers
  4. 4. #CMCa2z @larrykim Slightly Obsessed With Unicorns Make PPC Magical Again! @larrykim, @seanellis #GrowthHackers
  5. 5. Live in Harvard Square, Cambridge, MA @larrykim, @seanellis #GrowthHackers
  6. 6. #CMCa2z @larrykim WordStream in 2008 vs. 2017 2008 2017 @larrykim, @seanellis #GrowthHackers
  7. 7. #CMCa2z @larrykim 5-Year Growth = 2945% (98% CAGR) Capable Growth Hacker @larrykim, @seanellis #GrowthHackers
  8. 8. Working on a New Venture for the Last Few months! @larrykim, @seanellis #GrowthHackers
  9. 9. Have a 3-year old Kid (#ppckid)
  10. 10. #CMCa2z @larrykim Today, 98% of marketing efforts go nowhere (and I think I know why!) Part 1: Larry’s Crazy Unicorn Marketing Theory @larrykim, @seanellis #GrowthHackers
  11. 11. #CMCa2z @larrykim WordStream Blog Article Performance for Stories Published in 2016 I work hard on +300 blog last year but I only found 8 Unicorns (2.6%). The Rest Were Donkeys! WHY?! @larrykim, @seanellis #GrowthHackers
  12. 12. #CMCa2z @larrykim An Epidemic Failure to Understand What Exactly is “Quality” Content @larrykim, @seanellis #GrowthHackers
  13. 13. #CMCa2z @larrykim They Make Arguments in Favor of Attributes Rather Than Outcomes @larrykim, @seanellis #GrowthHackers
  14. 14. #CMCa2z @larrykim If Your Content is So Great Why is it Going Nowhere? If you have all the attributes…Why does 98% of your “Quality” Campaigns go Nowhere? @larrykim, @seanellis #GrowthHackers
  15. 15. #CMCa2z @larrykim They are Rewarding Unicorns & Punishing Donkeys! Facebook & Google Algorithms Have Dramatically Changed How Traffic is Distributed @larrykim, @seanellis #GrowthHackers
  16. 16. #CMCa2z @larrykim The Future of Content Marketing is Increasingly Winner-Take-All. Time to Adjust Content Strategy! Traffic to the Top 10 Posts of the Month at Inc Magazine @larrykim, @seanellis #GrowthHackers
  17. 17. #CMCa2z @larrykim Visibility on Social Media is Increasingly Winner-Take-All! What to do about it?? Number of Facebook Shares for the Top Articles of the Year for Inc. Magazine in 2015 vs 2016 @larrykim, @seanellis #GrowthHackers
  18. 18. #CMCa2z @larrykim New Strategy! Unicorn Marketing! Time to Re-Align our Definition of “Quality” with how Facebook & Google Algorithms (Paid & Organic) Work! @larrykim, @seanellis #GrowthHackers
  19. 19. #CMCa2z @larrykim Part 2: Donkeys vs. Unicorns What’s the difference? Hint: It’s both RELATIVE & CROSS-CHANNEL!! @larrykim, @seanellis #GrowthHackers
  20. 20. #CMCa2z @larrykim Post Engagement Rates for 129 Facebook Status Updates for a Random Customer Unicorn Social Updates are +10x More Engaging Than Donkey Posts @larrykim #GrowthHacker
  21. 21. #CMCa2z @larrykim A Small Number of Stories (10%) Generate Most of the Traffic (+60%) Typical Blog Traffic Distribution @larrykim, @seanellis #GrowthHackers
  22. 22. #CMCa2z @larrykim Unicorns (Your Top 3%) Viral Hits (Gangnam Style!) VS @larrykim, @seanellis #GrowthHackers
  23. 23. #CMCa2z @larrykim Finding the Unicorns Among The Donkeys Spoiler Alert: It’s the Click-Through-Rates! @larrykim, @seanellis #GrowthHackers
  24. 24. #CMCa2z @larrykim The Key To AdWords Has Always Been About User Engagement (Quality Score) @larrykim, @seanellis #GrowthHackers
  25. 25. #CMCa2z @larrykim Quality Score (Dramatically) affects your AdWords CPC 10 Discounted by 50.0% 9 Discounted by 44.2% 8 Discounted by 37.5% 7 Discounted by 28.6% 6 Discounted by 16.7% 5 Google benchmark 4 Increased by 25.0% 3 Increased by 67.3% 2 Increased by 150.0% 1 Increased by 400.0% You Save You Pay @larrykim, @seanellis #GrowthHackers
  26. 26. #CMCa2z @larrykim Facebook & Twitter Ads: 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, @seanellis #GrowthHackers
  27. 27. #CMCa2z @larrykim Do Click Through Rates Impact Rankings? (Spoiler Alert: YES!) What About Organic Search? @larrykim, @seanellis #GrowthHackers
  28. 28. #CMCa2z @larrykim What’s A Good Click Through Rate for Organic Search? (Spoiler Alert: It’s in Flux) OrganicSearchClickThroughRate High CTR Listings Floating To Top Positions Low CTR Listings Sinking To Bottom of Page Organic Search Position @larrykim, @seanellis #GrowthHackers
  29. 29. #CMCa2z @larrykim What About the Facebook Newsfeed Algo? @larrykim, @seanellis #GrowthHackers
  30. 30. #CMCa2z @larrykim User Browses Feed Newsfeed algorithm displays something it thinks might be interesting to the user. Did User Engage With Content? Great. Next Time I See Updates Like This, I’ll show it on this users newsfeed and for others like him/her. Larry’s Greatly Simplified Facebook Newsfeed Algo* *Note: Not Official Facebook Diagram. Rats. Next Time I’ll try different status update for this person and won’t bother showing it to people like him/her. @larrykim, @seanellis #GrowthHackers
  31. 31. #CMCa2z @larrykim How does CTR (open rates) impact Email Marketing Success? @larrykim, @seanellis #GrowthHackers
  32. 32. #CMCa2z @larrykim Email Spam Filter Algos Work the Same Way (Filtering Low Engagement Emails) @larrykim, @seanellis #GrowthHackers
  33. 33. #CMCa2z @larrykim Are They Related to Engagement Rates? What About Conversion Rates? @larrykim, @seanellis #GrowthHackers
  34. 34. #CMCa2z @larrykim Higher CTRs = Higher Conversion Rates @larrykim, @seanellis #GrowthHackers
  35. 35. #CMCa2z @larrykim Picnic Pants* (inspired by Wil Reynolds!) Drones Vs. CTR • Picnic Pants Drones • Conversion Rate @larrykim, @seanellis #GrowthHackers
  36. 36. #CMCa2z @larrykim These Unicorns All Have High Engagement in Common! SEO Unicorn Paid/Organic Social Unicorn CRO Unicorn PPC Unicorn @larrykim, @seanellis #GrowthHackers
  37. 37. #CMCa2z @larrykim PPC, SEO & Social Media Employ ML-Enabled Algos that Reward High Engagement Content with Greater Visibility. Engagement Rates (e.g. CTR) = ‘Key Quality Metric’ of Unicorn Marketing! @larrykim, @seanellis #GrowthHackers
  38. 38. #CMCa2z @larrykim Part 3. Donkey & Unicorn Detection @larrykim, @seanellis #GrowthHackers
  39. 39. #CMCa2z @larrykim 9 out of 10 marketers suffer from Donkey Denial Syndrome* @larrykim, @seanellis #GrowthHackers
  40. 40. #CMCa2z @larrykim Need an Objective Way to Discern Unicorns vs. Non-Unicorn Campaigns Spot The Unicorn @larrykim, @seanellis #GrowthHackers
  41. 41. #CMCa2z @larrykim Larry’s Donkey Detector Finds Unusually High User Engagement Rates! @larrykim, @seanellis #GrowthHackers
  42. 42. #CMCa2z @larrykim Larry’s Unicorn Detecting Pyramid Scheme 1. Produce and Audition Lots of Campaigns 2. Measure User Engagement Rates 3. Kill the Donkeys 4. Find The Unicorns and Sound the Unicorn Alert! @larrykim, @seanellis #GrowthHackers
  43. 43. #CMCa2z @larrykim What’s a Good Engagement Rate? @larrykim, @seanellis #GrowthHackers
  44. 44. #CMCa2z @larrykim High Engagement Unicorns Low Engagement Donkeys What’s the Difference? (Remember: It’s Relative!) @larrykim, @seanellis #GrowthHackers
  45. 45. Email Subject Line Open Rate Can We Connect on Linkedin? 46.21% 44 Fabulous Tips for Facebook Advertising 30.25% Wake up and smell Google’s Expanded Text Ads 26.75% 10 Easy Facebook Marketing Ideas 26.09% Magic Facebook Marketing Tricks 25.29% Are Facebook Ads Right For Your Business? 24.78% PPC Account Structure in 6 Simple Steps [Free Guide] 20.76% 15 Inspiring Landing Page Ideas [Free Guide] 19.44% 3 Underused AdWords Features That’ll Blow Your Mind 12.35% My Top Email Subject Lines Last Quarter @larrykim, @seanellis #GrowthHackers
  46. 46. #CMCa2z @larrykim The Top 10% of Offers Convert +5x Better Than Donkeys Search Conversion Rate Distribution Median: 2.35% Top 25%: 5.31% and Above Top 10%: 11.45% and Above SHAREOFALLACCOUNTS SEARCH CONVERSION RATE. (WordStream Customer Data – Not Official Google Data) @larrykim, @seanellis #GrowthHackers
  47. 47. #CMCa2z @larrykim Unicorn Marketing Power Law: 85% of the value Comes from 5% of the Campaigns! @larrykim, @seanellis #GrowthHackers
  48. 48. #CMCa2z @larrykim High Engagement = Your Top ~3% Content! Focus on them Because they do WAY better in SEO, PPC, Social Media, and CRO than ever before! @larrykim, @seanellis #GrowthHackers
  49. 49. #CMCa2z @larrykim Part 4: The Unicorn Alert …& Making Unicorn Babies @larrykim, @seanellis #GrowthHackers
  50. 50. #CMCa2z @larrykim@larrykim, @seanellis #GrowthHackers
  51. 51. #CMCa2z @larrykim FREE MARKETING CALENDAR @larrykim, @seanellis #GrowthHackers
  52. 52. #CMCa2z @larrykim Content Treadmill @larrykim, @seanellis #GrowthHackers
  53. 53. #CMCa2z @larrykim Sound The Unicorn Alert! @larrykim #GrowthHacker
  54. 54. #CMCa2z @larrykim … And Make Unicorn Babies! @larrykim, @seanellis #GrowthHackers
  55. 55. #CMCa2z @larrykim Example Unicorn Baby #1: a contributed article on the identical topic @larrykim, @seanellis #GrowthHackers
  56. 56. #CMCa2z @larrykim Example Unicorn Baby #2: a follow- up story (explore topic in greater depth) @larrykim, @seanellis #GrowthHackers
  57. 57. #CMCa2z @larrykim@larrykim, @seanellis #GrowthHackers
  58. 58. #CMCa2z @larrykim Unicorn Baby Generates Nearly 100k Views @larrykim, @seanellis #GrowthHackers
  59. 59. #CMCa2z @larrykim Unicorn Infographicification™ & Videoification™ @larrykim, @seanellis #GrowthHackers
  60. 60. #CMCa2z @larrykim@larrykim, @seanellis #GrowthHackers
  61. 61. #CMCa2z @larrykim Webinars & Conference Presentations @larrykim, @seanellis #GrowthHackers
  62. 62. #CMCa2z @larrykim@larrykim, @seanellis #GrowthHackers
  63. 63. #CMCa2z @larrykim Webinar Performance in 2016 Average Donkey: 674 Average Unicorn: 3323 5 Webinars Generated 71% of the Registrations @larrykim, @seanellis #GrowthHackers
  64. 64. #CMCa2z @larrykim Boost Your Unicorns With Social Media Ads & PPC Advertising @larrykim, @seanellis #GrowthHackers
  65. 65. #CMCa2z @larrykim Facebook Ads: High Relevance Score = Low Cost Per Click @larrykim, @seanellis #GrowthHackers 1 penny per click!
  66. 66. #CMCa2z @larrykim 6 Cents Per Click! @larrykim, @seanellis #GrowthHackers
  67. 67. #CMCa2z @larrykim@larrykim, @seanellis #GrowthHackers
  68. 68. #CMCa2z @larrykim Larry’s Unicorn Marketing Truth Bomb: Unicorn Creation is More of a Numbers Game Than Most Marketers Want to Admit! @larrykim, @seanellis #GrowthHackers
  69. 69. #CMCa2z @larrykim Part 5: Larry’s Favorite Facebook Advertising Content Promotion Hacks of 2017! @larrykim, @seanellis #GrowthHackers
  70. 70. #CMCa2z @larrykim #7: The Russian Ad Targeting Method @larrykim, @seanellis #GrowthHackers
  71. 71. #CMCa2z @larrykim@larrykim, @seanellis #GrowthHackers
  72. 72. #CMCa2z @larrykim@larrykim, @seanellis #GrowthHackers
  73. 73. #CMCa2z @larrykim@larrykim, @seanellis #GrowthHackers
  74. 74. #CMCa2z @larrykim@larrykim, @seanellis #GrowthHackers • 42 “Likes” • 27 shares • 20 comments • 3 page likes • 200 website clicks • $50!
  75. 75. #CMCa2z @larrykim@larrykim #GrowthHacker #6: Larry’s Inverted Unicorn Facebook Ad Targeting Method @larrykim, @seanellis #GrowthHackers
  76. 76. #CMCa2z @larrykim Regular Ad Targeting: Casting a Narrow Net to Maximize Engagement Rates Remarketing Demographic Interests Behavioral Targeting High Engagement Content @larrykim, @seanellis #GrowthHackers
  77. 77. Behold The Awesome Power of Quintuple Unicorn Ad Targeting 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, @seanellis #GrowthHackers
  78. 78. People Who Like Email Marketing AND .. Have Marketing Job Titles Unicorns! @larrykim #GrowthHacker Example of Normal Facebook Ad Targeting @larrykim, @seanellis #GrowthHackers
  79. 79. Inverted Unicorn: Target two completely UNRELATED Interests! People Who Like Game of Thrones Inverted Unicorn Ad Targeting! People Who Like Email Marketing @larrykim, @seanellis #GrowthHackers
  80. 80. @larrykim, @seanellis #GrowthHackers
  81. 81. Remarkably Low Ad Costs Due to Unusually High Engagement Rates @larrykim, @seanellis #GrowthHackers
  82. 82. #5: Larry’s Unicorn Projection Ad Targeting Method @larrykim, @seanellis #GrowthHackers
  83. 83. Weird Hack to GUARANTEE a spot on NY Times Bestseller List? @larrykim, @seanellis #GrowthHackers
  84. 84. These Sites Generate Tons of Free Exposure and Work the Same Way! @larrykim, @seanellis #GrowthHackers
  85. 85. Over a Million Views & 9,012 Likes! @larrykim, @seanellis #GrowthHackers
  86. 86. Arianna Huffington Shared the Story, Time Magazine (etc.) Ran it. @larrykim, @seanellis #GrowthHackers
  87. 87. Over Half a Million Views per Month! HOW? @larrykim, @seanellis #GrowthHackers
  88. 88. Ranked #8 Author on Medium! HOW?! @larrykim, @seanellis #GrowthHackers
  89. 89. @larrykim, @seanellis #GrowthHackers
  90. 90. 1564 Upvotes + Front Page + 500k Views! @larrykim, @seanellis #GrowthHackers
  91. 91. All 510,803 Reddit Followers on Twitter @larrykim, @seanellis #GrowthHackers
  92. 92. #4: Larry’s Donkey Removal Ad Targeting Hack @larrykim, @seanellis #GrowthHackers
  93. 93. 10,700 Likes 1,593 Shares 390 Comments 65,434 Views! @larrykim, @seanellis #GrowthHackers
  94. 94. @larrykim, @seanellis #GrowthHackers
  95. 95. #CMCa2z @larrykim # 3: Larry’s Unicorn Slush Fund! @larrykim, @seanellis #GrowthHackers
  96. 96. #CMCa2z @larrykim Unicorn Slush Fund Monthly PPC BudgetVS @larrykim, @seanellis #GrowthHackers
  97. 97. #CMCa2z @larrykim Make People Think You’re a Unicorn! #2: Larry’s Fake Unicorn Hack @larrykim #GrowthHacker
  98. 98. #CMCa2z @larrykim These Algorithms are Very Dumb! @larrykim, @seanellis #GrowthHackers
  99. 99. #CMCa2z @larrykim Fake Unicorn Hack: Buy Crappy Clicks! @larrykim, @seanellis #GrowthHackers
  100. 100. #CMCa2z @larrykim@larrykim, @seanellis #GrowthHackers
  101. 101. #CMCa2z @larrykim I sent 111 (Real) Notifications to CrazyEgg! The “Buy-Ads- for-Other- Companies” Hack! @larrykim, @seanellis #GrowthHackers
  102. 102. #CMCa2z @larrykim #1: Larry’s Unicorn BRAND Hack for Doubling or Tripling Click Through Rates! @larrykim, @seanellis #GrowthHackers
  103. 103. #CMCa2z @larrykim Click Through Rates of New vs. Repeat Visitors New Visitors (LOW Brand Affinity) Repeat Visitors (HIGH Brand Affinity) @larrykim, @seanellis #GrowthHackers
  104. 104. #CMCa2z @larrykim Brand Affinity DRAMATICALLY Impacts CTR (+2-3x!) @larrykim, @seanellis #GrowthHackers
  105. 105. #CMCa2z @larrykim Brand Affinity DRAMATICALLY Impacts CONVERSION RATES (+2-3x!) @larrykim, @seanellis #GrowthHackers
  106. 106. The Hack: Create & Promote Content *Outside* of Your Niche (Connect to Customers, Earlier!) @larrykim, @seanellis #GrowthHackers
  107. 107. Broadest Interest of your Target Audience (Which you can credibly speak to – Outside your niche) Find the Biggest Overlapping Topic(s) – HOW? What You Actually Sell (Your Niche) @larrykim, @seanellis #GrowthHackers
  108. 108. Use Google Analytics User Explorer to Gain Insights To Determine Target Market @larrykim, @seanellis #GrowthHackers
  109. 109. Upload Your Customer List to Facebook Insights! @larrykim, @seanellis #GrowthHackers
  110. 110. Even Twitter Has Audience Insights! @larrykim, @seanellis #GrowthHackers
  111. 111. Create & Advertise Off-Topic Content to Build Brand Biases (At least 20% of Resources!) @larrykim, @seanellis #GrowthHackers
  112. 112. How Content Marketing REALLY Works STEP 1: Demand Creation: Create & Promote Inspirational / Memorable Content about Your Brand to your Target Market STEP 2: Bias Formation: People See Your Content, But Don’t Necessarily Take Action Right Away. STEP 3: Harvest Demand: 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, @seanellis #GrowthHackers
  113. 113. #CMCa2z @larrykim 7. Quintuple Unicorn Combine Interests, Demographics, Behaviors, Remarketing & High Engagement Content 6. Inverted Unicorn Target completely unrelated interests 5. Unicorn Catalyst Buy enough engagement to make content start “Trending” 3. Unicorn Slush Fund Say no to “use it or lose it” ad budgets. 2. Fake Unicorn Hack Buy engagement to appear like a unicorn. 1. Unicorn Branding Hack Create & Promote content outside your niche to build brand affinity. My Favorite Facebook Ad Hacks 4. Donkey Removal Exclude Detractors from Targeting @larrykim, @seanellis #GrowthHackers
  114. 114. #CMCa2z @larrykim What Does it All Mean? Unicorn Marketing? @larrykim, @seanellis #GrowthHackers
  115. 115. #CMCa2z @larrykim 5 4 3 Unicorn Marketing: Data Driven Marketing Strategy for 2018 & Beyond Optimize for Engagement ML- Systems Reward High Engagement w/ Great Visibility. Audition Lots of Content Ideas Quantity matters. Improves chances of unicorn detection. Find the Unicorns Identify content with unusually high engagement rates START/GO (Donkey Land) @larrykim #GrowthHacker
  116. 116. #CMCa2z @larrykim 2 1 Kill Your Donkeys. Milk Your Unicorns. Donkey Elimination Stop Wasting time pushing donkeys. Let them die. Unicorn Alert Get off Content Treadmill. Go nuts with your best unicorns across all channels. Especially Facebook Ads! END/REPEAT (Unicorn Land) – OR is it?? @larrykim, @seanellis #GrowthHackers
  117. 117. #CMCa2z @larrykim Virtuous Cycle of Unicorn Land 1. Unicorn Alert Yields More Brand Affinity 2. Better Brand Affinity = Higher Engagement Rates & More Unicorn Alerts! 3. Around & Around we go! @larrykim, @seanellis #GrowthHackers
  118. 118. #CMCa2z @larrykim Now Entering Unicorn-Land! “Be a Unicorn in a Sea of Donkeys” THANK YOU Sean and GH Team! @larrykim, @seanellis #GrowthHackers

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