It’s no longer enough to just “post a few times a day.” Recent changes in social media sites like Facebook, LinkedIn and Twitter provide you with new ways to help your business stay competitive. Take your social media to the next level and review these slides, which cover advanced topics like: - How to pinpoint and retarget the right people with custom audiences - How to structure social ads and track the effectiveness of your campaigns - How to use audience demographics to bring new visitors to your website …and everything you need to know to make your social media program a success.

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3. Secrets of Advanced
SOCIAL MEDIA
Advertising
How to take your social media program to the next
level.
PRESENTED BY: MICHAEL REYNOLDS

4. Michael Reynolds
About Michael:
• President / CEO of SpinWeb
• Cellist
• Sushi connoisseur
• Tennis player
• Marketing/tech nerd
• www.spinweb.net
• @michaelreynolds

5. spinweb.net/radio

6. Social Media Statistics
According to Edison Research:
• 56% of Americans have a social media profile
• 55% of Americans 45-54 have a social media profile
• 22% of Americans use social media several times/day
• 64% of American say social media influences
purchase behavior

7. Most Social Media Tactics
What You’ve Been Told
• Post something a few times a week
• Post images for engagement
• Start conversations
• Encourage engagement through
questions
• Social media is “free”
• Boost posts for more reach

8. Is This Driving Sales?

9. Tactics Focused on Revenue
A Business-centric Strategy:
• Understand how to target the right people
• How to tie campaigns to inbound marketing
• Integrate social media with your website traffic
• Track results and lead acquisition cost

10. Inbound Marketing
Social Media
SearchContent Marketing
SaleSale
Landing pages / CTAs
Email campaigns
Conversion optimization
Workflows / Segmentation
Lead scoring CRM integration

11. Inbound Marketing

12. Social Ad Platforms

13. LinkedIn Ad Platform

14. Sponsor Content

15. Targeting the Right People

16. LinkedIn Best Practices
Use LinkedIn For:
• Getting articles, videos, reports in front of people
• Test variations to see what works best
• Drive traffic to your website*
• Primarily B2B targeting
• Very detailed buyer persona targeting
*(We will use this later)

17. Facebook Business Manager

18. Facebook Business Manager

19. Facebook Sponsored Posts

20. Facebook Demographics

21. Facebook Custom Audiences

22. Facebook Custom Audiences

23. Facebook Custom Audiences

24. Facebook Custom Audiences

25. Facebook Custom Audiences

26. Facebook Custom Audiences

27. Lookalike Audiences

28. Conversion Tracking

29. Conversion Tracking

30. Lead Ads

31. Lead Ads

32. Lead Ads

33. Facebook Best Practices
Use Facebook For:
• Getting articles, videos, reports in front of people
• Test variations to see what works best
• Drive traffic to your website
• B2B and B2C targeting
• Moderately detailed buyer persona targeting (mostly
focused on consumer)
• Growing a list or registrations (Lead Ads)
• Very mature re-marketing platform

34. Twitter Ad Platform

35. Twitter Ad Creative

36. Twitter Ad Targeting

37. Twitter Ad Targeting

38. Twitter Ad Targeting

39. Twitter Ad Targeting

40. Twitter Ad Targeting

41. Twitter Ad Results Tracking

42. Twitter Best Practices
Use Twitter For:
• Getting articles, videos, reports in front of people
• Test variations to see what works best
• Drive traffic to your website
• B2B and B2C targeting
• Moderately detailed buyer persona targeting
• Somewhat mature re-marketing platform

43. Putting it All Together

44. Developing a Strategy
Build Your Plan:
• Decide who you want to target
• Decide how you want to reach them
• Decide how you want to nurture them
• Decide how you want to convert them
• Decide how you want to encourage
them to buy

45. Build traffic by promoting blog posts,
videos, etc. to the right people (+SEO)
Re-target those people with conversion-
based offers (webinars, downloads)
Grow your CRM/database and facilitate
the sale through sales, e-commerce, etc.
1
2
3

46. Professional Services
Program Scenario:
1. Publish consultative articles and promote to
personas (+SEO traffic)
2. Build custom audiences based on website visitors
3. Promote webinars, events to audiences based on
interest
4. Grow contact database/CRM with registrants
5. Business development team opens conversations
with leads based on interest

47. Health Care
Program Scenario:
1. Publish wellness articles and promote to personas
2. Build custom audiences based on website visitors
3. Promote workshops, videos, ebooks, to audiences
based on interest
4. Grow contact database with offers
5. Create email campaigns based on interest

48. Non-profit / Association
Program Scenario:
1. Publish blog posts, ebooks and promote to
personas
2. Build custom audiences based on website visitors,
previous donors or member database
3. Promote events, workshops, conferences to
audiences based on interest
4. Grow contact database with offers
5. Create donor request campaigns tied to programs
and interests

49. Consumer Products/Services
Program Scenario:
1. Publish blog posts to personas and for SEO
2. Build custom audiences based on website visitors
and track what products/services are viewed
3. Deliver promotions/specials to audiences on
social media based on interest
4. Convert people who have abandoned shopping
carts or contact forms

50. Software Company
Program Scenario:
1. Publish solution-rich blog posts to personas and
for SEO
2. Build custom audiences based on website visitors
3. Promote regular teaching webinars to visitors and
grow CRM database
4. Convert audiences and CRM database with
promotion for free trial or consultation

51. Best Practices
Running Your Campaigns:
• Experiment and test with creative, copy, etc.
• Look at the long game… create a system
• Run both timed and evergreen campaigns

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