With more than 1 billion users on Facebook alone, brands are constantly on the lookout for better ways to reach their customers via Facebook and Twitter. This deep dive session will show attendees how they can optimize their Twitter and Facebook Ads spent for lead generation and customer acquisition.
R2i-Optify: 5 New Inbound Marketing Services to Grow Your Business
Maximizing Twitter and Facebook Ads for Lead Gen, Engagement & ROI - #SESNYC
1. New York| March 25–28, 2013 | #SESNY
Maximizing Twitter Ads for Lead Gen,
Engagement & ROI
Jennifer Wong
Marketing, HasOffers
Jennifer@hasoffers.com
@Jenerationy
New York | March 25–28
#SESNY
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2. New York| March 25–28, 2013 | #SESNY
TRAFFIC
Inbound Outbound Where Do Leads
Search Engines
Social Media Come From?
Press coverage
PPC
Mentions, links, referrals
Display
Viral content Paid directories
Directories
Retargeting
Purchased Leads Offline Leads
Core Website Social Ads
Purchased lists
Blog Email
3rd Party Lead Vendors
Content Syndication
Events
LANDING PAGES Webinars
Referrals
Website Leads Affiliates
CRM
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3. New York| March 25–28, 2013 | #SESNY
The Two Types of Social Media
ORGANIC PAID
• Grow your community • Optimize your budget
• Resource intense: time • Resource intense:
• Longer time to see time and money
results • Immediate results
• More trustworthy • Greater reach
• High quality • Targeted placement
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4. New York| March 25–28, 2013 | #SESNY
Fans, Friends,
Followers are NOT
Leads
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5. New York| March 25–28, 2013 | #SESNY
Know Your Target Audience…On Twitter
Small size company owner in North America looking
Target Audience
for a marketing software for their business
Need to drive more demand, need to streamline
Pain Point
reporting, need more granular tracking capabilities
Solution Content includes overview, description, review and
testimonial, as well as demo or trial
Marketing software, how to drive more leads, how
Search Queries
to acquire more customers
Hashtags #inbound, #content, #onlinemktg
Call-to-Action Free trial, purchase now, compare products,
download whitepaper
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6. New York| March 25–28, 2013 | #SESNY
Promoted Account Charged on a cost per follower
(CPF) basis
Shown in the Who to follow
section – first position
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7. New York| March 25–28, 2013 | #SESNY
Promoted Account
Build your
follower base by
targeting users
with particular
interests and
influencers of
specific interests.
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Promoted Account – The Set Up
Target interests that
align with your
content/product/
service
Target users that are
influential about your
product/service
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9. New York| March 25–28, 2013 | #SESNY
Promoted Account
“Include users like my
followers”
- If you have a
followers base that is
on target, check this
box.
- If you don’t have the
right audience, don’t
check this box.
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10. New York| March 25–28, 2013 | #SESNY
Promoted Account
Specify what
geographic locations
are important.
Where do you do
business?
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11. New York| March 25–28, 2013 | #SESNY
Promoted Account
Is your
product/service
gender bias or
neutral?
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12. New York| March 25–28, 2013 | #SESNY
Promoted Account
Check your
projected reach
based on your
targeting settings
and bid
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13. New York| March 25–28, 2013 | #SESNY
Plan, Set Up, and Execute Campaigns
KILLER OFFER
KILLER KILLER NEXT FUTURE
OFFER OFFER OFFER OFFERS
LANDING PAGE
Download Fill out Sign up
Request
the the for our THANK YOU
a Demo
Study Survey Webinar PAGE
THANK YOU
Sign up Click for a EMAIL
Purchase Enter
for Promo
newsletter Code Now Sweepstakes
EMAIL TEMPLATE
FOR SALES
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14. New York| March 25–28, 2013 | #SESNY
Types of Offers
• Premium content
• Special assessment
• Discount code
• Sample
• Webinars
• Events
• Exclusive deals
• Preview access
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15. New York| March 25–28, 2013 | #SESNY
Creating Offers
• Use search keywords
in your copy
• Placement of link
• Use relevant hashtags
• Ask a question
• Present a solution
• Address their pain
points
• Include a picture or
video
• Promote gated content
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16. New York| March 25–28, 2013 | #SESNY
Good vs. Bad Offers
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17. New York| March 25–28, 2013 | #SESNY
Killer Offers Need Killer Landing Pages
7.9% 13.9%
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18. New York| March 25–28, 2013 | #SESNY
Campaigns
There are three types of campaigns
you can run:
• Promoted Tweets in search
• Promoted Tweets in timelines
• Promoted Trends
For each campaign learn:
• What is it
• When is it best to use
• How to set it up
• Best practice for targeting
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19. New York| March 25–28, 2013 | #SESNY
Promoted Tweets in Search
Promoted Tweets
are ordinary
Tweets that show
up at the top of
relevant search
Use Promoted Tweets in Search to reach
an audience interested in a specific topic
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20. New York| March 25–28, 2013 | #SESNY
Promoted Tweets in Search – The Set Up
Select keywords that
are relevant to your
offer
Put them in
quotations if you
want exact match,
you can target
@usernames as
keywords
Check which organic
search terms are
driving the highest
quality visitors to your
site and to determine
your targeting criteria
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21. New York| March 25–28, 2013 | #SESNY
Promoted Tweets in Search
Specify what
geographic locations
are important.
Where do you do
business?
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22. New York| March 25–28, 2013 | #SESNY
Promoted Tweets in Search
Choose which
devices to display
on
If you care about
form completions
choose desktop only
so you don’t waste
money on non
conversions*
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23. New York| March 25–28, 2013 | #SESNY
*Device Targeting Experiment
• Promoted Tweets in Timeline
• 24 hour
Campaign Cost per Engagement Impression Engagement # of Leads Cost per
spend Engagement rate Count Lead
Targeting $640 $1.09 .85 69575 589 30 $21
iOS &
Android
Targeting $245 $1.49 .49 33590 165 15 $16
Desktop
Higher engagements and impressions when target iO &
Android devices
Lower cost per lead when targeting Desktop
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24. New York| March 25–28, 2013 | #SESNY
Promoted Tweets in Search
Is your offer gender
bias or neutral?
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25. New York| March 25–28, 2013 | #SESNY
Promoted Tweets in Search
Choose your
conversion
optimized tweet
with the content
that aligns to the
search terms
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26. New York| March 25–28, 2013 | #SESNY
Promoted Tweets in Timelines
Promoting Tweets to targeting
users in their timeline, at scale.
Use Promoted Tweets in Timelines to reach
followers who might have missed your organic
Tweets and/or users who share similar interests
with your followers.
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27. New York| March 25–28, 2013 | #SESNY
Promoted Tweets in Timelines – The Set Up
Select keywords that are
relevant to your offer
You can target
@usernames as interests
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28. New York| March 25–28, 2013 | #SESNY
Promoted Tweets in Timelines
Include followers?
Include users like your
followers?*
Control Net New Leads
vs. Total Responses
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29. New York| March 25–28, 2013 | #SESNY
*Followers Targeting Experiment
• Promoted Tweets in Timeline
• 24 hour
Campaign Cost per Engagement # of Leads Cost per # of Net Cost per
spend Engagement rate Lead New Leads New Lead
Targeting $830 $.76 .93 72 $11.52 52 $15.96
Followers
only
Targeting $745 $.83 .56 65 $11.46 57 $13.07
Users like
followers
only
Targeting users like followers only resulted in
more net new leads versus known contacts
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30. New York| March 25–28, 2013 | #SESNY
Promoted Tweets in Timelines
Pick specific locations
where you do business
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31. New York| March 25–28, 2013 | #SESNY
Promoted Tweets in Timelines
Choose which devices to
display on
If you care about form
completions choose
desktop only so you don’t
waste money on non
conversions
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32. New York| March 25–28, 2013 | #SESNY
Promoted Tweets in Timelines
Is your offer gender bias
or neutral?
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33. New York| March 25–28, 2013 | #SESNY
Promoted Tweets in Timelines
Manual vs. Most recent
Tweet
For lead gen – always
choose your own
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34. New York| March 25–28, 2013 | #SESNY
*Photo vs. No Photo Experiment
Takeaways:
- Include a call to action
- Make it relevant
- Use a URL shortner that is compatible
with Twitter
- Make the photo equal 1000 words
- Make it interesting
A linked photo results in 120 percent increase in engagement
and 350 percent increase in clicks for a tweet.
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35. New York| March 25–28, 2013 | #SESNY
Promoted Trends
With Promoted Trends,
users see time-, context-,
and event-sensitive trends
promoted by advertisers
"Promoted."
Paid Promoted Trends appear at
the top of the Trending Topics
list on Twitter and are clearly
marked as "Promoted."
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36. New York| March 25–28, 2013 | #SESNY
Reporting Success
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37. New York| March 25–28, 2013 | #SESNY
Reporting Success – Earned Media
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Reporting Success – ROI
Lead Profile
683 leads
150 Agencies (22%), 536 Non Agency (78%)
88 Title contains ‘marketing’ or ‘digital’ (13%)
66 Bad Information (10%), 70 out of scope (10%)
Opportunities
Profile
o 15 Agency – 68%
o 7 Non Agency – 31%
Stage
o (2) at 100%, (4) at 80%, (7) at 25%, (3) at 20%, (21) at 10%, (3) at 0%
o Offers that contributed to opps: Build Your SEO Campaign in 15 Min (12), Build a
Social Media Campaign (13), Link Building (1), 5 Ways to Grow Your Agency Business
(4), Site Redesign Guide (4), T4B Guide (1), organic (1)
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39. New York| March 25–28, 2013 | #SESNY
Checklist for Managing Campaigns
Strategy
Goals and baseline metrics
Content plan
Frequency
Set and manage budget
Track everything – but focus
on the metrics that matter
Test, test, test
Social nurturing
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40. New York| March 25–28, 2013 | #SESNY
How to Get Started
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41. New York| March 25–28, 2013 | #SESNY
Additional Resources: Maximizing Twitter for
Lead Generation, Engagement & ROI
• The 5 Step Plan to Start Driving Leads from Social
Media
• Using Twitter to Increase Reach and Engagement
During a Webinar
• Brand Your Twitter Profile to Increase Engagement
• Promoted Tweets: Is a Picture Worth 350% More
Clicks?
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42. New York| March 25–28, 2013 | #SESNY
Maximizing Twitter Ads for Lead
Gen, Engagement & ROI
JENNIFER WONG
MARKETING, HASOFFERS
JENNIFER@HASOFFERS.COM
@JENERATIONY
/JENERATIONY
Editor's Notes
It’s easy for marketers to become distracted by all the conversations on twitter and forget the main reason they using that channel, to drive demand. Similar to building a search persona to build your SEO campaigns, create a persona to learn about the Twitter audience that you want to reach. Target Audience – describe your perfect buyerSmall sized company in North America looking for a marketing software Understand Pain Points – How would your target customer articulate their need for your product in terms of keywords? What kinds of questions would they ask help for on Twitter?Need to drive more demand, need to streamline reporting, need more granular tracking capabilities Solution - Content includes overview, description, review and testimonial, as well as demo or trial Search Queries - Marketing software, how to drive more leads, how to acquire more customers Hashtags - #inbound, #content, #onlinemarketing, #leadgen, #webmktg Call-to-Action – Offer a call to action that compels the Twitter user to dive deeper into your conversion funnel. Free trial, purchase now, call for consultation, compare products, download a whitepaper
Use promoted accounts to build a following of your target audience. Blueprint of a Promoted AccountCharged on a cost per follower (CPF) basisShown in the Who to follow section – first positionShows a yellow or purple box “Promoted”Shows related people in your network that are following that accountShows the Twtitter AvatarShows the Twitter Name and UsernameYour account will be promoted in search results for related keywords and the “Who to follow” section of Twitter.
Everything you tweet organically will be seen by your potential buyers and when you run campaigns to your followers and users like your followers your Tweets are in front of the right peoplegetting more followers will help you establish a stronger presence, increase your reach, build your brand name and eventually generate more leads.
Best way to set up a promoted account campaignAdd relevant categories, add relevant users who are influencers of the interest“Include users like my followers” – if you have a followers base that is on target, check this box. If you don’t have the right followers base, don’t check this box. Specific what locations are important. International or local?Is your product/service gender bias or neutral?Set your campaign time period and bid.Once you set up targeting, you can see the summary of the campaign: estimated reach, interests, location, gender, bid
Best way to set up a promoted account campaignAdd relevant categories, add relevant users who are influencers of the interest“Include users like my followers” – if you have a followers base that is on target, check this box. If you don’t have the right followers base, don’t check this box. Specific what locations are important. International or local?Is your product/service gender bias or neutral?Set your campaign time period and bid.Once you set up targeting, you can see the summary of the campaign: estimated reach, interests, location, gender, bid
Best way to set up a promoted account campaignAdd relevant categories, add relevant users who are influencers of the interest“Include users like my followers” – if you have a followers base that is on target, check this box. If you don’t have the right followers base, don’t check this box. Specific what locations are important. International or local?Is your product/service gender bias or neutral?Set your campaign time period and bid.Once you set up targeting, you can see the summary of the campaign: estimated reach, interests, location, gender, bid
Best way to set up a promoted account campaignAdd relevant categories, add relevant users who are influencers of the interest“Include users like my followers” – if you have a followers base that is on target, check this box. If you don’t have the right followers base, don’t check this box. Specific what locations are important. International or local?Is your product/service gender bias or neutral?Set your campaign time period and bid.Once you set up targeting, you can see the summary of the campaign: estimated reach, interests, location, gender, bid
Best way to set up a promoted account campaignAdd relevant categories, add relevant users who are influencers of the interest“Include users like my followers” – if you have a followers base that is on target, check this box. If you don’t have the right followers base, don’t check this box. Specific what locations are important. International or local?Is your product/service gender bias or neutral?Set your campaign time period and bid.Once you set up targeting, you can see the summary of the campaign: estimated reach, interests, location, gender, bid
Layout your content plan for the campaigns to determine the offers and follow up.B2B and B2C examples of offers
1. Include call-to-actions in Tweets with a required form on the landing page for users to fill out.Whether you're promoting a new whitepaper, guide, ebook, promotion offer, coupon, or free trial; be sure to include a form on your landing page to convert the visitor from Twitter to a lead.promote gated content" since that's the only way they will generate leads and attribute them to Twitter.you should not promote just gated content. It might also be a good point to talk about ratios of tweets - 15% self promoting, 70% share content, 15% interactions.
1. Include call-to-actions in Tweets with a required form on the landing page for users to fill out.Whether you're promoting a new whitepaper, guide, ebook, promotion offer, coupon, or free trial; be sure to include a form on your landing page to convert the visitor from Twitter to a lead.
Offers can be included into three types of campaigns
Use your focused keywords from your SEO strategy and the search terms that are driving trafic to your site to determine which keyword to use for your Promoted Tweets in Search campaigns.
- Select keywords that are relevant to your offer – put them in “” if you want exact match, you can target @usernames as keywords- Pick specific locations where you do business- Choose which devices to display on – If you care about form completions choose desktop only so you don’t waste money on non conversions- Is your offer gender bias or neutral?- Choose what Tweet you want to promote
- Select keywords that are relevant to your offer – put them in “” if you want exact match, you can target @usernames as keywords- Pick specific locations where you do business- Choose which devices to display on – If you care about form completions choose desktop only so you don’t waste money on non conversions- Is your offer gender bias or neutral?- Choose what Tweet you want to promote
- Select keywords that are relevant to your offer – put them in “” if you want exact match, you can target @usernames as keywords- Pick specific locations where you do business- Choose which devices to display on – If you care about form completions choose desktop only so you don’t waste money on non conversions- Is your offer gender bias or neutral?- Choose what Tweet you want to promote
- Select keywords that are relevant to your offer – put them in “” if you want exact match, you can target @usernames as keywords- Pick specific locations where you do business- Choose which devices to display on – If you care about form completions choose desktop only so you don’t waste money on non conversions- Is your offer gender bias or neutral?- Choose what Tweet you want to promote
They are able to click on a Promoted Trend to view all Tweets containing the trending #hashtag or trend terms. They are also able to Tweet about the Promoted Trend by including the terms in their Tweets. Best practices:- There is one promoted trend ever 24 hrsOnly one advertiser can ‘book’ a promoted trend a day so you have to work with you Twitter rep to claim your day far in advanceYou can buy a trend for specific locations or globally. Be preapared to drop around 100K for a US promoted trend topicOn the plus side, promoted trends get about 50% engagement rate (when the typical is 1-5% and you don’t pay or each impression or engagement so it’s an effective national branding strategy
Monitor Twitter campaign on a daily basis and optimize campaigns to achieve highest performance levelsCheck your Twitter campaigns on a daily basis to make sure you are targeting the right keywords, location, and devices with the Tweets you are promoting. Also, adjust the bid accordingly using the suggested bid range that changes on a daily basis.Close the loop by Tweeting relevant follow up links to users who became a lead from TwitterIf you have the capability to track a lead that converted from Twitter from a specific Tweet, close the loop and reply back on Twitter with follow up content.