Social Media Advertising Hacks & Promotions

Making Your Social Media Work Harder!
Social Media Advertising Hacks & Promotions
Remember the trees, please enjoy digitally.
Explanatory notes are in plain text.
Copyright © 2019 by Social To Go. These copyrighted materials are are authorized solely for your personal, individual private use and are not intended for unauthorized distribution.

Social Media Advertising Hacks & Promotions
1 - Our Approach
2 - Why Social Media Matters
3 - The Visibility Challenge
4 - What Can Social Advertising Do?
5 - Understanding PPC Advertising 
6 - Social Advertising Hacks - Facebook
7 - Social Promotions
8 - Q&A + Homework!

Important slides to remember in this deck have this symbol:

1 - Our Approach

The Case of the Frustrated Business Owner
Entrepreneurs and business owners today have to be more than experts
at what they do; they must be content creators and marketers!

There is too much information about social media out there.  
It tends to be tips & tricks, which don’t help you understand how it all works.

This seminar focuses on deep understanding
that will help you learn on your own later.
With an understanding of strategy, you can
then make more sense of the tactics you
learn later.

To learn the mechanics for any social platform, subscribe to

You can use lynda.com free online when you have a NYPL
Library card and set up an account on their website.
Membership to the library is free for NYC residents.

Avoid YouTube because quality varies and videos become outdated quickly!

SocialMediaExaminer.com
Another good source of “how to” is

Mashable.com
Also has a lot of tech and social media news and advice.

It’s important to know that you will always be learning. You will never
graduate. Social media changes very quickly. You will do better if you
have fun with it and experiment~ it’s just a way to speak
authentically about your brand! Be yourself.

1 - Congratulations, You’re a Content Company!
2 - Lynda.com can teach “how to’s”
3 - Avoid YouTube
4 - Learn from SocialMediaExaminer.com
5 - Keep current with Mashable.com
1 - Our Approach
Your Takeaways

It’s where people spend more and more time, including
people who are your ideal potential customers.

6 degrees
of separation 4.74Copyright © 2019 by Social To Go. These copyrighted materials are are authorized solely for your personal, individual private use and are not intended for unauthorized distribution.
You’ve heard that we’re all separated by six people on the planet.
Actually, it’s less now after social media – and for the first time we can
reach people who are connected to our customers!

3.57
Recent research shows we are more connected than ever before: 3.57 people!

Word
of
Mouth
WOM is the best way to get a customer. Now, it’s powered digitally
And can help recommendations reach many more potential customers.

Word of Mouth on turbo means that people who like your
business and content can influence people they know and help
your business grow faster!

Whether you are using social media or not, your competitors are.
Consumers might also complain or compliment your business.
You need to be there to take advantage of this opportunity!
If you effectively address a
complaint online, it becomes a
benefit to your business~

Social
Recommendation
68%
More
Likely
Consumers pay attention
to comments and ratings!

If you aren’t on social media, you can’t be there when customers need you.

1 - It’s where the eyeballs are
2 - Direct dialogue with customers & prospects
3 - Social connections inﬂuence others!
4 - Accelerates WOM
5 - The conversation is happening with or without you
6 - How can you stay TOM if nobody sees you?
Your Takeaways

Social Media is
Social media uses your most important resource: your time.
Your time is very precious. You need an effective strategy or you
will waste time and not get much benefit.

Nobody is Seeing Anything!
(without advertising)
You need to advertise
your page and content,
especially on Facebook.
The rest of the seminar
explains how to do this
more effectively.

Free or organic reach is now almost nonexistent.

The Enigma of Engagement and Reach
With engagement your content starts to earn free
reach, since its value appears more important to
Facebook’s algorithm. However, if nobody sees the
content in the first place, it can’t earn engagement.
It’s the chicken or the egg paradox: which comes first?

Pinpoint
Targeting
Low cost, pinpoint targeted advertising is putting ideal content in front of
the exact people who care the very most… they will engage and pass
your content to other for free!

1 - Social media is not free
2 - You’re already making an investment of time
3 - Almost nobody sees your content without a push  
4 - Engagement increases reach
5 - Pinpoint targeting works best
Your Takeaways

11-13 Main Ad Types
Depending on how you count them, they are 11-13 ad types based on
the goals an advertiser wants to achieve. Instagram is owned by
Facebook and uses the same system.

Depending on the ad type, your ad can appear and look differently in many
different venues. You can choose the venues as you create an ad.

1 - What do I want to Achieve?
2 - Which Ad Type is Best?
3 - Best Audiences for Page/Content?
4 - Does the ad focus on my Audience Needs?
5 - What is next for Responders?
6 - Start/End Date?
7 - How much for Ad Spend?
Questions that Guide Your Ad

1 - AWARENESS: Earn Likes
2 - REACH: Get your content to audiences
3 - TRAFFIC: Send people to your website
4 - VIDEO: Earn views
5 - LEADS: Earn emails
6 - LOCAL: Store visits
7 - +More
Your Takeaways

5 - Understanding PPC Advertising

PPC Advertising
Pay-Per Click
PPC advertising is the foundation of online advertising, where
you pay for the clicks that your ad earns from prospects.

Advertisers bid for their ad to appear. The cost is based on the demand to
reach those keywords or other attributes of a target audience.
Usually, you are charged when your ad is clicked on.

Cost?
Ad Type
+ Timing
+ Competition
+ Performance
The cost is determined by a number of factors. Think of it as an “eBay auction”
for ads to appear to certain people, the people you want to reach most!

Cost?
Competition
Deep Keywords
Pinpoint Targeting
Very specific keywords and combinations are less
likely to be bid on and can cost less~

Jewish 
Holiday Feast
Example: Advertising a holiday celebration to Jewish
people who would be interested in attending this event.

Jewish People Jewish People
21+
Interested in
• Jewish Culture
• Progressive Organizations
• Progressive Publications
• Klezmer Music
• Yiddish/Language
Audience
Consider how much better we can reach
the right target audience for this event!
Matching the theme of the ad to the
interest performs much better, too! >

Optimal Targeting
Reaching the best audiences helps make your ad get better
response, which lowers the costs. Ads that do well are rewarded!

Beneﬁts
to
Deep Keywords
Pinpoint Targeting
• Best Prospects
• Less Waste
• More Likely to Engage
• More Likely to Buy
• Better Coverage
• Better Performance
• Less Cost / Lower CPC

Cost?
Performance
Deep Keywords
Are Pinpoint Targeting

Chiropractor’s
Ofﬁce
Example: Advertising a chiropractors office to people who are most likely
to want adjustments for improved health.

Adults
in
New York
+1 Mile Radius from Ofﬁce
21+
Qualiﬁers
• Dancer (or)
• UPS employee (or)
• Expecting Women (or)
• Working Out (or)
• LGBT+/Other Community
Audience
Consider how much better we can reach the
right target audience for this chiropractor!

Unprecedented
Targeting
Searching in the Ad Manager for specific
keywords. You can target very specific
audiences. This ad for a radiation safety
certification course did extremely well.
Besides lab workers, people working in
dental offices and other common places
have to be certified by law. We reached
those targets.

We use pinpoint targeted audiences to reach the
people most interested in what we our ad offers.
This creates a “wildfire” effect on engagement, which
lowers the cost of the ad and helps us reach other,
similar people organically (i.e. for free).

1 - People click when they have a need
2 - Pay when someone clicks
3 - Cost is determined by auction (demand)
4 - Better Targeting = More Clicks
5 - More Clicks = Better Performance
6 - Better Performance = Clicks cost less!
7 - Therefore focus on Deep Targeting
5 - Understanding PPC Advertising
Your Takeaways

6 - Facebook Advertising Hacks

1 - Don’t Use the Boost Button!
Anything overly simplified loses power. While it’s improved lately, the
Boost button tends to auto-select broad audiences. You can adjust
these to some extent, but then it wants much larger audience sizes
than you can use in the Ad Manager. It’s the same amount or less
work to use Ad Manager, once you get used to it!

Just Don’t

2 - Use Pinpoint Targeting!
As covered throughout the presentation…

3 - Determine Your Customer Types
Businesses have different types of customers with different
needs. Identifying the customers you have (and some
types that you may want) –– and then considering why
they need you is key to successful advertising.

Customer Personas - 3 to 5
Most businesses have 3-5 customer types, or personas.
Large companies invest a lot of money to understand theirs. You can
learn about yours by looking at your customers and then describing
their archetypes. Pretend you are each type and then think about
why they need you.

This is an example of a highly
researched customer persona.
Your simpler description can still
be powerful. Note the emphasis
on goals and frustrations.

4 - Use Beneﬁts, Not Features!

Beneﬁts, not features!
This is really important. Benefits solve problems. Features
describe a product or service. Nobody cares about features.
They want to know how they will benefit!

Why do you respond?
Ask yourself why you would respond to your ad if you were a certain customer?

Beneﬁts solve Pain Points!
Customers buy in
order to solve a pain
point, a need.

Example: Beneﬁt or feature?
1 - Colorful
2 - 14 colors ﬁt any decor
3 - Large artwork
4 - Covers a wall / Fits behind the couch
5 - Speeds up doing the dishes
6 - More suds than other brands

5 - Match Content to Audiences!
You have your 3-5 customer types and the keywords that relate to
them, but you can also hone down your ad targets to match any
specific content you share. See the following examples.

Page Targeting/Keywords
women 25 - 55
chocolate chip cookies
dancing deer
harry & david
Content Targeting/Keywords
elvis duran show
talk radio

Page Targeting/Keywords
cookies + ice cream sandwiches
dancing deer
harry & david
Content Targeting/Keywords
gluten free
gluten free blogs
gluten free companies

Targeting your content to specific
audiences that will relate most to
the content helps create wildfire”
and spread your message to more
prospects at a lower cost.

1 - Don’t Use the Boost Button
2 - Use Pinpoint Targeting - Deep Keywords
3 - Determine Your Customer Types/Personas
4 - Use Beneﬁts, not features
5 - Match Content to Audiences
6 - Facebook Advertising Hacks 
Your Takeaways

Two ways to find
where to create
your ads: First
time, go to
Create Ad. After
you have an
account set up,
Ad Manager
appears as an
option in your
news feed.
Also,
facebook.com/business
You need to be logged in.

7 - Social Promotion

A Timeline drawing is
where people like or
comment to enter a
drawing. This
engagement spreads
your content to new
audiences for free
(especially after a little
advertising to initially
get the post seen).
woobox.com has a free
winner picker, but you
have to create an
account first.

1 - Use an Engagement Contest
2 - Advertise to Best Audiences
3 - Pinpoint Targeting = More clicks at less cost!
4 - Engagement earns organic (free) reach
5 - Organic reaches new audiences
6 - Prize usually pays for itself
7 - Follow-up posts are more successful
7 - Social Promotions
Your Takeaways

Homework Assignment
1 - Identify and describe your 3-5 customer types.
2 - List their problems/pain points.
3 - List how you solve their problems/pain points.
4 - Turn any features into beneﬁts.
5 - List keywords for your business/page.
6 - List keywords for 3 unique pieces of content.
If you email your homework to charlie@socialgoto.com, I will give
you comments as soon as I can.

If you found my seminar helpful,
please consider leaving a short
recommendation.
First connect with me on Linkedin at
linkedin.com/in/charlieconard.
I will accept and then you can
recommend me.
As a thank you gesture, I will give you
some questions and provide a 30-
minute consultation.
Complimentary Consulting Session

Charlie Conard
Co-Founder and Principal
Social Go To
249 W 18th Street, Suite #3
New York, NY 10011
 
917-573-7275
charlie@socialgoto.com
socialgoto.com
I help businesses get more and better customers from
where their prospects are spending their time...
on social media.

Social Media Advertising Hacks & Promotions

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