SearchLove London 2015 | Wil Reynolds | Using Paid Social and Adwords to Drive Rankings and Shares

•

10 likes•8,590 views

Wil and his team spent four weeks promoting one asset using nothing but Twitter, LinkedIn, Facebook and AdWords. They were able to get rankings without links, outreach, or any other type of promotion. Hear what Wil learnt from his successes and failures, and walk away with a new perspective on paying to promote your content to audiences.

Marketing

© 2015 Seer Interactive • All Rights Reserved • Page ‹#›
Focus on the Wildly Important

Guess the CTR of that #4 spot?
#1 SPOT ain’t what It used to
be

SEO = PULLING ONE LEVERREALITY = MULTIPLE TOUCHES

SEO = PULLING ONE LEVERREALITY = I FOCUSED ON ONE

Vast
Chasm
between
ranking #1
&
helping
users

If you can’t imagine someone saying
“I’m so glad I found this”
GET OUT OF THE GAME!

Ranks #3 for a highly shareable query
0 outreach
0 link building

This is what Delighting
People w/ content
Looks Like

Oh Shit, I’m paying for mobile users from FB
and they no LIKEY.

Lessons: More Expensive on mobile
Question: Still worth it to get in front of “amplifiers” vs “gen pop”?

Where to put your CTAs?
Desktop vs Mobile?
Don’t retarget on 100% scroll?

SEGMENTATION OF OUTREACH
WHAT % IS GETTING TO 25%?

Lesson:
Don’t Pay to Drive Mobile Traffic to any kind
of Longread
Mobile traffic doesn’t like video assets

Can we beat out pinterest with a better guide
than their own?

Given Serp Diversity, I’m probably better
spending time here…

Got a good ranking
0 outreach
0 link building
The crowd took it over

Phase IV – pay to play,
SEO + Paid Social

Check Buzzsumo, do they share stuff from
others often

© 2015 Seer Interactive • All Rights Reserved • Page ‹#›
Catch someone on a slow day

I’ve only spent $75.12 bux to get 57 clicks
from people who work at companies with high
amplification rates.
Pace is 38/mo.
I’ll do that in perpetuity.

Should I bid the minimum suggestion on
Twitter? YES
More targeted = more $$$, others want to
target them too

Keep in mind you get RTs from people and
impressions / clicks you don’t pay for

Buzzsumo Part II
who has “pushed” an asset recently?

This is where you build relationships
&
Do outreach!

The Total audience for your content is
Greater Than
The searching audience for your content
https://www.flickr.com/photos/kjten22

People who got to 50% on
Screaming Frog Guide
Fired off a pixel
Retarget w/ GDN ads on technical wins

40,000 * .30 = $52,000
Person, vacation, sick days,
beer, ping pong, rent, HR
RISK

© 2015 Seer Interactive • All Rights Reserved • Page ‹#›

© 2015 Seer Interactive • All Rights Reserved • Page ‹#›
Exclude too (cut 80%)

Wait till next year!
I’m just getting started J

Once you know the tool exists,
you can achieve
old goals in new ways.

The industry is moving to paid,
how much time will you invest there tomorrow?

Web marketers have thousands of tactics to choose from, almost all of which can be measured, benchmarked and tracked over time. However, we too often invest in work that doesn't line up to the metrics we care about. We're tasked with work that's supposed to hit numbers, yet lack the connection between that work and those goals. In this high-level presentation, Rand will explore several analogies that illuminate a path to measuring all the way through, from work to metrics to goals.

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We’re going to cover best practices that top brands use to drive referrals and customer acquisition: The following best practice examples come from companies that actually sell something. ! People always ask: “How do I get more referrals?” ! That’s easy. ! Focus on two things that really move the needle. ! User participation & Optimization Again, two things really ‘move the needle’ for referral program performance. User Participation Optimization User Participation Location matters Homepage & Navigation Best practices: ! • Site-wide • Highly visible (upper-le#) Order Confirmation Page Best practices: ! • Pop-up overlay • Varied offers User Account Page Best practices: ! • Embedded • On button click - if you have to • PURLs Stand Alone Referral Page Promote / drive traffic from: ! • Homepage & Navigation • Dedicated email blasts • Trigger emails & newsletters • Social following • Customer service follow up • Email signature Dedicated Email Blasts Best practices: ! • Single call to action • Clear offer • Schedule (monthly / quarterly) Your ‘reach’ may be bigger than you think… Optimization Increase sharing rates and referral conversion rates What to measure Shares ! Widget Impressions ! = Sharing Rate Conversions ! Referral Visits ! = Referral Conversion Rate Referral Visits Sharing Rate - optimize call to action Best practices: ! • Clear call to action • What’s in it for them • What their friends get (if double-sided) • Address book importing Sharing Rate - optimize design + 42% sharing rate • Red, italic headline • Background image A B C • Purple bracelets • Green bracelets • “Expires in 24 hours!” • Woman on beach • “Expires in 24 hours!” + 35% Gain Doubled referral visits and referral sales Welcome overlay • Friend incentive • Email capture • Reveal code Session-based • Dynamic message Dedicated landing page • No distractions 1 Offers for sharer & friend 2 Calls to action for sharer & friend 3 Shared content (copy & images) 4 Shared email subject line Elements for testing 5 Referred visitor experience Calls to Action - quick tips Tip 1: Verb + What’s in it for me? Tip 2: “I want to ___________.” • Get $10 in store credit. • Get a free month. • Give $10, Get $10 • Share and earn $10 Referral Benchmarks How are you doing? Sharing Referral Visits Referred Visitors Cost Per Acquisition CPA Revenue Lift Examples of Campaign Metrics Example companies by size Where to start optimizing (30 day snapshot - 3 companies) a Rockin’ b Work on sharing rate c Work on conversion rate Party Foul ! The biggest mistake people make . . . Don’t force a login or registration 90% drop off! Recap Follow best practices and avoid common pitfalls.

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