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The
8 Paid Promotion Tactics
That Will Get You To
Quit Organic Traffic
@KaneJamison // #MozCon
Presentation + Resources: h...
Think Audience Acquisition
@KaneJamison
1.
#MozCon
Most people think of paid search down here…
@KaneJamison #MozCon
@KaneJamison
But they forget about paid social up here…
Most people think of paid search down here…
#MozCon
@KaneJamison
How Paid Social Math Works:
20,000 visits x $0.50 CPC x 0.5% conversion = 100 sales
How Paid Search Math Work...
Split Test To Find
The Winners
@KaneJamison
2.
#MozCon
Step 1: Segment Your Audience
9.4m
Golfers Over 40
@KaneJamison #MozCon
Location: United States
Age: 40-65+
36k
Men
35k
Women
Step 1: Segment Your Audience
@KaneJamison #MozCon
Location: South Carolina
Age: 40-65+
Behaviors:
Frequ...
Step 2: Segment Your Creative
@KaneJamison #MozCon
Step 3: Split Test Creative For Each Segment
@KaneJamison
HEADLINE A
XHEADLINE B
HEADLINE C
=
A B C
A B C
A B C
#MozCon
A B C
A B C
A B C
Step 4: Promote The Winners
@KaneJamison #MozCon
Step 4: Promote The Winners
@KaneJamison
CPC CTR
$ 0.67 1.6 %
$ 0.25 4.0 %
Phase 1: 10-20% of Budget
(identifying the winn...
Convert Winners To
Organic Posts
@KaneJamison
3.
#MozCon
Converting To Organic Doesn’t Always Work
@KaneJamison #MozCon
But When It Does The Effect Is Significant
@KaneJamison #MozCon
…And CPC Drops In Turn
@KaneJamison #MozCon
Targeting
Influencers & Journalists
@KaneJamison
4.
#MozCon
@KaneJamison
66k
U.S. Facebook
Users Over 22
With Journalist
Job Titles
hmny.co/paidcontentpromotion #MozCon
@KaneJamison
35k
U.S. Facebook
Users Over 22
With Blogger
Job Titles
hmny.co/paidcontentpromotion #MozCon
@KaneJamison
Influencer Ads
Influencer Outreach
Content
Launch
Outreach
Begins
Campaign Timeline for Influencer & Journali...
@KaneJamison
Influencers & Journalists on Twitter?
hmny.co/paidcontentpromotion #MozCon
@KaneJamison
Choose Your Exact Twitter Audience Instead
hmny.co/paidcontentpromotion #MozCon
Getting B2B
Targeting Costs Down
@KaneJamison
5.
#MozCon
@KaneJamison
Linkedin Costs Getting Too High?
#MozCon
@KaneJamison
Linkedin Costs Getting Too High?
ಠ_ಠ
#MozCon
@KaneJamison
Great Blog Post
Avoid Paying Linkedin More Than Once…
#MozCon
Integrating Your Email List
@KaneJamison
6.
#MozCon
6. Integrating Your Email List
@KaneJamison
70-90% of your
subscribers like your
content but don’t like
your emails.
#MozC...
6. Integrating Your Email List
@KaneJamison
Build a custom
audience of email
haters and make sure
they’re seeing your
most...
6. Integrating Your Email List
@KaneJamison
Build 1% lookalike
audiences of your
best subscribers &
customers and run
your...
Use Video For
Super Cheap Engagement
@KaneJamison
7.
#MozCon
Image Ads vs. Video Ads
@KaneJamison
Results after split testing images and video ads:
Source: http://marketingland.com/vi...
Simple Video Creation Options
@KaneJamison
Native Facebook Third Party Video Tools
#MozCon
Retarget For The
Conversion
@KaneJamison
8.
#MozCon
@KaneJamison
Retargeting
visitors that didn’t
take your email
offer on the
website is a great
next step.
#MozCon
@KaneJamison
Don’t be afraid to
retarget for the
sale after a visitor
views content on
your site.
#MozCon
1.
Think
Audience
Acquisition
2.
The 4-Step
Campaign
Structure
3.
Targeting
Influencers
& Journalists
4.
Getting B2B
Targe...
@KaneJamison #MozCon
42
Thank You!
>>> hmny.co/paidcontentpromotion <<<
8 Paid Promotion Tactics That Will Get You To Quit Organic Traffic
8 Paid Promotion Tactics That Will Get You To Quit Organic Traffic
8 Paid Promotion Tactics That Will Get You To Quit Organic Traffic
8 Paid Promotion Tactics That Will Get You To Quit Organic Traffic
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If your content marketing launches aren't getting the results you want consistently, these paid media tactics will help you show a faster ROI from content marketing.

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8 Paid Promotion Tactics That Will Get You To Quit Organic Traffic

  1. 1. The 8 Paid Promotion Tactics That Will Get You To Quit Organic Traffic @KaneJamison // #MozCon Presentation + Resources: hmny.co/paidcontentpromotion
  2. 2. Think Audience Acquisition @KaneJamison 1. #MozCon
  3. 3. Most people think of paid search down here… @KaneJamison #MozCon
  4. 4. @KaneJamison But they forget about paid social up here… Most people think of paid search down here… #MozCon
  5. 5. @KaneJamison How Paid Social Math Works: 20,000 visits x $0.50 CPC x 0.5% conversion = 100 sales How Paid Search Math Works: 1,000 visits x $10 CPC x 10% conversion = 100 sales #MozCon
  6. 6. Split Test To Find The Winners @KaneJamison 2. #MozCon
  7. 7. Step 1: Segment Your Audience 9.4m Golfers Over 40 @KaneJamison #MozCon Location: United States Age: 40-65+
  8. 8. 36k Men 35k Women Step 1: Segment Your Audience @KaneJamison #MozCon Location: South Carolina Age: 40-65+ Behaviors: Frequent Travelers Business Travelers
  9. 9. Step 2: Segment Your Creative @KaneJamison #MozCon
  10. 10. Step 3: Split Test Creative For Each Segment @KaneJamison HEADLINE A XHEADLINE B HEADLINE C = A B C A B C A B C #MozCon
  11. 11. A B C A B C A B C Step 4: Promote The Winners @KaneJamison #MozCon
  12. 12. Step 4: Promote The Winners @KaneJamison CPC CTR $ 0.67 1.6 % $ 0.25 4.0 % Phase 1: 10-20% of Budget (identifying the winners) Phase 2: 80-90% of Budget (promoting the winners) #MozCon
  13. 13. Convert Winners To Organic Posts @KaneJamison 3. #MozCon
  14. 14. Converting To Organic Doesn’t Always Work @KaneJamison #MozCon
  15. 15. But When It Does The Effect Is Significant @KaneJamison #MozCon
  16. 16. …And CPC Drops In Turn @KaneJamison #MozCon
  17. 17. Targeting Influencers & Journalists @KaneJamison 4. #MozCon
  18. 18. @KaneJamison 66k U.S. Facebook Users Over 22 With Journalist Job Titles hmny.co/paidcontentpromotion #MozCon
  19. 19. @KaneJamison 35k U.S. Facebook Users Over 22 With Blogger Job Titles hmny.co/paidcontentpromotion #MozCon
  20. 20. @KaneJamison Influencer Ads Influencer Outreach Content Launch Outreach Begins Campaign Timeline for Influencer & Journalist Ads hmny.co/paidcontentpromotion #MozCon
  21. 21. @KaneJamison Influencers & Journalists on Twitter? hmny.co/paidcontentpromotion #MozCon
  22. 22. @KaneJamison Choose Your Exact Twitter Audience Instead hmny.co/paidcontentpromotion #MozCon
  23. 23. Getting B2B Targeting Costs Down @KaneJamison 5. #MozCon
  24. 24. @KaneJamison Linkedin Costs Getting Too High? #MozCon
  25. 25. @KaneJamison Linkedin Costs Getting Too High? ಠ_ಠ #MozCon
  26. 26. @KaneJamison Great Blog Post Avoid Paying Linkedin More Than Once… #MozCon
  27. 27. Integrating Your Email List @KaneJamison 6. #MozCon
  28. 28. 6. Integrating Your Email List @KaneJamison 70-90% of your subscribers like your content but don’t like your emails. #MozCon
  29. 29. 6. Integrating Your Email List @KaneJamison Build a custom audience of email haters and make sure they’re seeing your most important content. #MozCon
  30. 30. 6. Integrating Your Email List @KaneJamison Build 1% lookalike audiences of your best subscribers & customers and run your best content ads to other people like them. #MozCon
  31. 31. Use Video For Super Cheap Engagement @KaneJamison 7. #MozCon
  32. 32. Image Ads vs. Video Ads @KaneJamison Results after split testing images and video ads: Source: http://marketingland.com/video-ad-quality-affects-campaign-performance-facebook-218790 +300% ROI After Calculating LTV +43% ROI After Factoring In Higher Production Costs Aden Andrus, Disruptive Advertising #MozCon
  33. 33. Simple Video Creation Options @KaneJamison Native Facebook Third Party Video Tools #MozCon
  34. 34. Retarget For The Conversion @KaneJamison 8. #MozCon
  35. 35. @KaneJamison Retargeting visitors that didn’t take your email offer on the website is a great next step. #MozCon
  36. 36. @KaneJamison Don’t be afraid to retarget for the sale after a visitor views content on your site. #MozCon
  37. 37. 1. Think Audience Acquisition 2. The 4-Step Campaign Structure 3. Targeting Influencers & Journalists 4. Getting B2B Targeting Costs Down 5. Content Promotion for Events 6. Integrating Your Email List 7. Using Video For Cheap Engagement 8. Retargeting for the Conversion @KaneJamison #MozCon
  38. 38. @KaneJamison #MozCon 42 Thank You! >>> hmny.co/paidcontentpromotion <<<
  • apetrik

    Jul. 18, 2017

If your content marketing launches aren't getting the results you want consistently, these paid media tactics will help you show a faster ROI from content marketing.

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