How to Reach Ideal Customers Using Search & Social Tactics - SMX West 2017 - Michael McEuen of AdStage presentation
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Multidisciplinary search marketers (yes, that means you!) are best prepared to handle the growing complexity of digital advertising and fulfill the omnichannel promise. If you've mastered scripts, bid modifications and elaborate combinations of extensions, using paid search and social media together could be your next big move. In this session, you'll learn how to apply your hard-earned expertise to marrying search and social media advertising, creating the ultimate combination of push and pull. Michael McEuen, Director of Marketing at AdStage reveals insights on how to reach your best fit customers using search and social paid media tactics.
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How to Reach Ideal Customers Using Search & Social Tactics - SMX West 2017 - Michael McEuen of AdStage presentation
- 1. #SMX #XXA @Lonohead Marrying Search & Social Strengths to Drive More Sales How to Reach Ideal Customers Using Advanced Search & Social Tactics
- 2. #SMX #XXA @Lonohead Michael McEuen is the Director of Marketing at AdStage, the leading cross-network online advertising platform. He possesses over 7 years of paid media experience, having led agency and in-house acquisition teams. A Bit About Me
- 3. #SMX #XXA @Lonohead AdStage is a powerful cross-channel advertising platform, helping digital marketers easily report, automate, and manage paid search & social campaigns all under one roof. About AdStage
- 4. #SMX #XXA @Lonohead THE CASE FOR CROSS-NETWORK ADVERTISING
- 5. #SMX #XXA @Lonohead It Takes 7 to 13+ Touches to Deliver a Qualified Sales Lead -Forrester Research
- 6. #SMX #XXA @Lonohead Paid Media Needs to Account for a Multi-Touch World.
- 7. #SMX #XXA @Lonohead DETERMINING BEST-FIT CUSTOMERS
- 8. #SMX #XXA @Lonohead Defining Your Ideal Customer Profile Connect with Sales Talk to Customers Tap into your CRM
- 9. #SMX #XXA @Lonohead Use Historical Data to Your Advantage
- 10. #SMX #XXA @Lonohead Crafting Your Personas
- 11. #SMX #XXA @Lonohead USING CROSS-NETWORK TECHNIQUES TO REACH YOUR IDEAL CUSTOMER
- 12. #SMX #XXA @Lonohead Assign Ad Campaigns to Part of the Sales Funnel 1. Brand Awareness 2. Engagement 3. Consideration 4. Decision
- 13. #SMX #XXA @Lonohead 1. Brand Awareness Facebook & YouTube Video Ads Banner Display Ads Fan/Follower Acquisition
- 14. #SMX #XXA @Lonohead 2. Engagement Facebook Sponsored Post LinkedIn Sponsored Content Sponsored Tweet
- 15. #SMX #XXA @Lonohead 3. Consideration Search Queries: {keyword} prices, {keyword} reviews, {keyword] vs. {keyword}, competitor terms, best category keywords Unpublished Sponsored Tweet Direct Sponsored Content Dark Sponsored Post Search Text Ads
- 16. #SMX #XXA @Lonohead 4. Decision Search & RLSA Text Ads Search Queries: Brand keywords High buying intent keywords Specific product line, service, or offering keywords
- 17. #SMX #XXA @Lonohead Retargeting Can Be Used to Help Accelerate Each Stage Example retargeting funnel stages, triggered by web custom/tailored audience buckets
- 18. #SMX #XXA @Lonohead Cross-Network Plays
- 19. #SMX #XXA @Lonohead B2B Demand Generation: Driving New Contacts & Lead Nurturing
- 20. #SMX #XXA @Lonohead Campaign Targeting: A) Company + Function + Geo B) Company + Job Title + Geo C) Company + Function + Skills + Geo Step #1 Sponsored Content Text Ads Step #2 Form fill for a demo or gated content piece Campaign Targeting: Custom/Tailored/Customer Match Audiences matched from your MA exported leads based on Lead Status /Campaign Sponsored Post Google Display Sponsored Tweet Blog content Infographics eBooks
- 21. #SMX #XXA @Lonohead Web Acquisition: Search Traffic with Social Retargeting
- 22. #SMX #XXA @Lonohead Step #1 Step #2 Search Ads Targeted landing page Non-converted traffic Unpublished Post Promoted Only Tweet Retargeting dedicated pageCampaign Targeting: Web Custom/Tailored Audience by URL string visited Campaign Targeting: Search queries Geo
- 23. #SMX #XXA @Lonohead Lookalike Modeling: Display Conversions Modeled From DR Campaigns
- 24. #SMX #XXA @Lonohead Unpublished Post Direct Sponsored Content Promoted Only Tweet Search Advertising Customer 1% Lookalike Customer Custom Audiences Tailored Audience Expanded Targeting Google Analytics Smart Audiences
- 25. #SMX #XXA @Lonohead Use Impact Visuals Above, Move Presentation Title As Needed 1. Use customer profiles to inform ad targeting. 2. Align campaigns & budgets to funnel stages. 3. Think about Search & Social in an eco-system. TAKEAWAYS LEARN MORE: WWW.ADSTAGE.IO
Editor's Notes
- Let’s examine why a search or social only marketing approach is missing key opportunities to reach future customers.
- While this data point is from a B2B lens, it often rings similar for B2C as well. Your future customers are interconnected, conducting most of the buyer process online, and often skipping traditional sales approaches. It’s more important than ever to reach them at different places they frequent, during different stages of the buying cycle.
- As conversion paths have revealed, it’s often more than just one channel driving a conversion or sale. Nothing revealed this more than when you kicked off your very first retargeting campaign and started to see the lift from search and remarketing display ads.
- In the early days of PPC, we could only optimize to what could be tracked by the native networks and web analytics – conversions. As we analyzed conversion data alongside sales data, it was often revealed that not all conversions and customers are equal. Many conversions are a poor fit, or some of your higher CPL campaigns actually drive the highest sales revenue. Instead of spending all your time hoping a higher volume of conversions will translate into more sales – instead start by defining who exactly is your best fit customer, to increase lead-to-sale rates.
- There are 3 crucial components to defining who your Ideal Customer Profile: Connect with your Sales team. Often sales will have a list of wish-list top prospects, and top current opportunities. Get in lock step with your Sales team and provide cover fire with advertising – accelerating the sales process and increasing success. Talk to current Customers. Marketers often have in their head what they *think* their audience likes, the best way to position the product or service, and the decision making process. Often, the reality may surprise you. I can tell you firsthand, that speaking to customers has led to messaging and even product changes revealing insights we had no idea about. Use actual customer language to better engage with top prospects, and refine your sales approach to their buying process. Finally, use the wealth of data at your fingertips. I’ll dig into here a bit further….
- Use your CRM data to examine aspects such as company type, job title, revenue, product line/service, and custom profile aspects (for us, we track which network and the configuration of our best customers, for example). Use historical data to refine the targeting and messaging of your ad campaigns. Creating lookalike profiles of your best fit customers.
- Finally, take your sales, customer, and CRM inputs and humanize it. Create a spreadsheet that helps to form your customers into similar groups, known as personas. Personas will help provide guidance into channel selection, ad copy focus, service/product being promoted.
- Now you have detailed Ideal Customer Profiles defined, it’s time to strategize on the best cross-channel approach and messaging to reach, engage, and convert potential new customers.
- Instead of approaching different network campaigns separately, take more of a holistic approach. Start thinking about and assigning your ad campaigns, aligned with certain stages in the buying process – from simple awareness, to the engagement, consideration, and decision making stage. Now, it’s unrealistic to expect a buyer to perfectly go through the buyer’s journey in this progression. Prospects will skip, pass through, and go back steps – that’s digital for you. However, aligning your campaigns to the buying process will provide a succint
- Let’s start from the very first step – Brand Awareness. This is all about reaching great fit prospects who likely has never heard of your brand before. This step is about providing an initial impression of your brand. Social video, display banner ads, and fan/follower growth campaigns work well here.
- Once your brand is somewhat known to the prospect, the next step is to engage with them in a light and helpful way. Altruistic, sharable packaged content works well here. Take advantage of native sponsored ads that show in the main feeds of the major social networks. Your goals are to increase views, and shares on the web content, and increase engagement on the actual post itself (interactions, comments, shares). Some of the content will be open, such as blog posts, while others will have light lead capture (email, name) for gated assets such as Whitepapers.
- You’ve produced and promoted some great content that helps to solve/speak to pain points in the industry. Next, is more of a direct approach, using Dark Sponsored Posts/Tweets/Content in order to drive a form fill conversion – capturing the prospect’s information. While also targeting comparative, pricing, review, and competitive queries on the search engines (google, bing).
- Finally, we’re at the decision making step. Using a mix of tightly themed ad groups targeting brand, high buying intent, and specific product line/service keywords and driving a hard conversions such as a demo request or sale. Take advantage of consideration and drop off decision themed keywords by layering in Remarketing Lists for Search Ads ad groups to drive more conversions.
- As I mentioned before, it can take 7 – 13+ touches between sales and marketing to drive a sale. Retargeting can be layered across each stage of the buying funnel, accelerating the cycles, increasing engagement and conversions with visitors who would of normally bounced and not returned. Retargeting can be built into funnels to keep from having too high of frequency and align ad content to what the prospect actually cares about. Prospects just introduced to the brand by social display may not yet be ready to purchase. A hard driving retargeting ad might be too aggressive. Start spending more time thinking about your retargeting strategy and how it fits within your overall lead nurturing eco-system.
- I wanted to show you some tangible examples of how using several different search and social campaigns can complement each other, in what we’re dubbing “Cross-Network Plays”/.
- For the B2B Demand Gen folks in the house, here’s an example of how to drive new contacts into your database and qualify them using display lead nurtuing.
- LinkedIn offers some of the most accurate and expansive B2B targeting out of all the social networks. Breaking out campaigns by targeting parameters such as: Company + Function Company + Title Company + Function + Skills You can reach your ideal customer profile with pinpointed campaigns. Once the prospect enters their email and other information it get captured in your CRM or Marketing Automation system. Export prospects based on campaign, lead status, industry, company size, job title, etc. and load them as custom/tailored/customer match audiences across Facebook, Twitter, and Google. Use display to nurture and warm up these prospects with compelling content.
- For search-heavy web acquisition campaigns, capture bounced, unconverted traffic with Social Retargeting
- Create web custom/tailored audiences by landing page url, and exclude folks who converted. Using unpublished/promoted only posts & tweets to bring the bounced visitors back to your website, to a dedicated landing page focused on capturing retargeting visitors.
- Take you best customers and use Facebook, Twitter, and Google’s lookalike modeling to find similar customers who you haven’t yet reached.
- Your search and social acquisition campaigns will shake out a set of great customers. Use this group to create a lookalike model using Facebook’s Lookalike Custom Audiences, Twitter’s Expanded Targeting Tailored Audiences, and Google Analytics Smart Audiences based on a conversion goal. Ensure to layer in additional refinement targeting such as interests, geo, and keywords on top to get to the core best-fit prospects.
- This brings us to the 3 top takeaways from today: Use customer profiles to inform your ad targeting. The spray and pray days of the past are simply to inefficient. Focus your budgets and efforts on attracting the right type of leads and opportunities that provide the highest ROAS returns. Align your campaigns and budgets to specific stages of the funnel. Find the right mix for your business model. For example, 10% budget on audience, 60% on engagement, 30% conversions. Keep optimizing until you find the right mix. Think about your Search & Social ads in a greater eco-system. Run cross-network plays that provide smart marketing touches and accelerate sales cycles. We need to take a step back from only acquisition themed mindsets and start to look at the greater picture.