SlideShare a Scribd company logo
Getting the Most
from Paid Social
© SilverTech, Inc. 2017
Webinar Tips
● Presentation will last 30 minutes
● Q&A will follow
● The slides, recording, and tools will be
made available after the broadcast.
● Thank you for joining us today!
P R E S E N T I N G
SENIOR ACCOUNT MANAGER & STRATEGIST
Griffin LaFleur
Working closely with clients to determine ideal digital
strategies to accommodate both business goals and
budgets, Griffin always delivers the best digital
solutions. He is an expert communicator and thrives
on understanding multiple client needs and finding
unique and modern solutions.
YOUR HOSTS
DIGITAL STRATEGIST
Sean Howe
Sean is a seasoned digital marketer with expertise in
content strategy and development, SEO, social
media, and analytics. He has expertise with inbound
marketing applications including HubSpot, Pardot
marketing automation systems, Google Analytics,
Ektron, and Wordpress CMS.
@Sean__Howe@ghlafleur
Valuable, relevant digital experiences lead to loyal
relationships with your audience.
Content
Marketing
Email
Marketing
SEO & SEM
Web &
Mobile
Social Media
Marketing
01. Before You Get Started: Beta Testing
& Other Best Practices
02. Getting the Most From Advertising on
Facebook
03. Getting the Most From Advertising on
Twitter
04. Getting the Most From Advertising on
LinkedIn
Agenda
Before You Get Started:
Beta Testing & Other
Best Practices
.01
© SilverTech, Inc. 2017
The Seven Steps to Successful Persona CreationPaid Social & Inbound Marketing
KEY INSIGHT
“With social media advertising, you’re still providing people the
same great value that you normally would on your other
channels, like organic, social, and email—you’re just putting
some money behind your promotions to show your content to
people who you think would benefit from it. In that way, social
media advertising still aligns with the inbound marketing
methodology.”
HubSpot
The Seven Steps to Successful Persona CreationThe Role of Organic Posts
The 2017 State of Digital Marketing Report
SMART Goals
The Seven Steps to Successful Persona CreationChoosing the Right Network to Advertise On
● Is It the Right Fit for My Content?
● Is It a Fit for My Brand’s Voice?
● Is My Audience Spending Time There?
The 2017 State of Digital Marketing Report
The Seven Steps to Successful Persona CreationFacebook
● Predominantly female: 83% of online women and
75% of online men
● Best place to reach Millennials and Generation X,
ages 18-49
The Seven Steps to Successful Persona CreationTwitter
● Predominantly male: 22% of online men, 15% of
online women
● Most users are between the age of 18-29
The Seven Steps to Successful Persona CreationLinkedIn
● Slightly male: 31% of online men, 27% of online
women
● 45% of people making $75K/year use LinkedIn
The Seven Steps to Successful Persona CreationInstagram
● Predominantly female: 38% of online women, 26%
of online men
● 90% of Instagram users are under 35
Getting the Most from
Advertising on
Facebook
.02
© SilverTech, Inc. 2017
The Seven Steps to Successful Persona CreationAd Types
Boosted PostPromoted Post
The Seven Steps to Successful Persona CreationBoosted vs. Promoted Posts
The Seven Steps to Successful Persona CreationImages & Copy
Source: HubSpot
The Seven Steps to Successful Persona CreationFacebook Targeting Basics
● Demographics
● Interest
● Behavior
The Seven Steps to Successful Persona CreationPower Editor vs. Ads Manager
The Seven Steps to Successful Persona CreationPricing & Gauging Your Success
Industry CPM CPC
Automotive $4.50 $0.18
E-Commerce $7.84 $0.51
Education $5.61 $0.44
Entertainment $3.90 $0.16
Food & Beverage $3.99 $0.19
Professional Services $13.35 $1.01
Retail $5.21 $0.25
Technology $9.66 $0.40
Facebook Advertising Cost by Industry
Data from Salesforce Advertising Index 2015 Q3
KEY INSIGHT
1. Always determine your objectives before you start
2. Be specific on your audience targeting
3. Rotate your ads regularly
Hootsuite
Getting the Most from
Advertising on
Twitter
.03
© SilverTech, Inc. 2017
The Seven Steps to Successful Persona CreationAd Types
Promoted Tweet
Followers (Promoted Account)
The Seven Steps to Successful Persona CreationTwitter Cards
Twitter Card Example from HubSpot
The Seven Steps to Successful Persona CreationImages & Copy
The Seven Steps to Successful Persona CreationTwitter Targeting Basics
Keywords Example from HubSpot
KEY INSIGHT
1. Cover the basics
2. Select one audience targeting type for each campaign
3. Experiment
Twitter
The Seven Steps to Successful Persona CreationPricing & Gauging Your Success
KEY INSIGHT
1. Introduce yourself
2. Include a clear call-to-action
3. Choose a custom fit over one-size-fits all
Hootsuite
Getting the Most from
Advertising on
LinkedIn
.04
© SilverTech, Inc. 2017
The Seven Steps to Successful Persona CreationAd Types
LinkedIn Ad Sponsored Update
The Seven Steps to Successful Persona CreationImages & Copy
The Seven Steps to Successful Persona Creation
● Job Seniority
● Schools
● Fields of Study
● Degrees
● Skills
● Groups
● Gender
● Age
● Years of Experience
LinkedIn Targeting Basics
● Location (required field)
● Company Name
● Company Industry
● Company Size
● Company Connections
● Followers
● Job Title
● Job Function
The Seven Steps to Successful Persona CreationPricing & Gauging Your Success
In Review
● Social Networks are pay-to-play and
advertising should be a component of every
social media marketing strategy
● Refer to your personas and content
marketing strategy as you choose the right
social network to advertise on
● Experiment with organic posts to come up
with the ideal content to promote
In Review
● Keep your ads short and sweet; don’t rely
on text in images to convert
● Target but don’t overdo it. Focus on the
demographics identified in your key
personas
● Estimate costs by deciding on your goals
and identifying average conversion rates
from the network you are choosing to
advertise on
The 2017 State of Digital Marketing Report
Search Engine Marketing: SEO, Local Listings, & How to be
Found Online
Thursday, August 24th at 2 PM
According to Search Engine Journal, SEO leads have a 14.6% close rate, while outbound leads have a
1.7% close rate. But, they have to find you first! In this 30-minute session, we’ll cover how to measure
your success and optimize your online presence. Register.
Search Engine Marketing: PPC Best Practices
Thursday, August 31st at 2 PM
Once you are on the path to optimizing your organic search engine listings, it's time to amplify your
reach. In this session, we will discuss how to plan, set-up and optimize a pay-per-click campaign.
Register.
SILVERTECH HEADQUARTERS
The Ash Street Schoolhouse
196 Bridge Street
Manchester, NH 03104
CALL US: 603.669.6600
EMAIL: info@silvertech.com

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Social Media Marketing: Getting the Most From Paid Social

  • 1. Getting the Most from Paid Social © SilverTech, Inc. 2017
  • 2. Webinar Tips ● Presentation will last 30 minutes ● Q&A will follow ● The slides, recording, and tools will be made available after the broadcast. ● Thank you for joining us today!
  • 3. P R E S E N T I N G SENIOR ACCOUNT MANAGER & STRATEGIST Griffin LaFleur Working closely with clients to determine ideal digital strategies to accommodate both business goals and budgets, Griffin always delivers the best digital solutions. He is an expert communicator and thrives on understanding multiple client needs and finding unique and modern solutions. YOUR HOSTS DIGITAL STRATEGIST Sean Howe Sean is a seasoned digital marketer with expertise in content strategy and development, SEO, social media, and analytics. He has expertise with inbound marketing applications including HubSpot, Pardot marketing automation systems, Google Analytics, Ektron, and Wordpress CMS. @Sean__Howe@ghlafleur
  • 4. Valuable, relevant digital experiences lead to loyal relationships with your audience.
  • 5. Content Marketing Email Marketing SEO & SEM Web & Mobile Social Media Marketing
  • 6. 01. Before You Get Started: Beta Testing & Other Best Practices 02. Getting the Most From Advertising on Facebook 03. Getting the Most From Advertising on Twitter 04. Getting the Most From Advertising on LinkedIn Agenda
  • 7. Before You Get Started: Beta Testing & Other Best Practices .01 © SilverTech, Inc. 2017
  • 8. The Seven Steps to Successful Persona CreationPaid Social & Inbound Marketing
  • 9. KEY INSIGHT “With social media advertising, you’re still providing people the same great value that you normally would on your other channels, like organic, social, and email—you’re just putting some money behind your promotions to show your content to people who you think would benefit from it. In that way, social media advertising still aligns with the inbound marketing methodology.” HubSpot
  • 10. The Seven Steps to Successful Persona CreationThe Role of Organic Posts
  • 11. The 2017 State of Digital Marketing Report SMART Goals
  • 12. The Seven Steps to Successful Persona CreationChoosing the Right Network to Advertise On ● Is It the Right Fit for My Content? ● Is It a Fit for My Brand’s Voice? ● Is My Audience Spending Time There?
  • 13. The 2017 State of Digital Marketing Report
  • 14. The Seven Steps to Successful Persona CreationFacebook ● Predominantly female: 83% of online women and 75% of online men ● Best place to reach Millennials and Generation X, ages 18-49
  • 15. The Seven Steps to Successful Persona CreationTwitter ● Predominantly male: 22% of online men, 15% of online women ● Most users are between the age of 18-29
  • 16. The Seven Steps to Successful Persona CreationLinkedIn ● Slightly male: 31% of online men, 27% of online women ● 45% of people making $75K/year use LinkedIn
  • 17. The Seven Steps to Successful Persona CreationInstagram ● Predominantly female: 38% of online women, 26% of online men ● 90% of Instagram users are under 35
  • 18. Getting the Most from Advertising on Facebook .02 © SilverTech, Inc. 2017
  • 19. The Seven Steps to Successful Persona CreationAd Types Boosted PostPromoted Post
  • 20. The Seven Steps to Successful Persona CreationBoosted vs. Promoted Posts
  • 21. The Seven Steps to Successful Persona CreationImages & Copy Source: HubSpot
  • 22. The Seven Steps to Successful Persona CreationFacebook Targeting Basics ● Demographics ● Interest ● Behavior
  • 23. The Seven Steps to Successful Persona CreationPower Editor vs. Ads Manager
  • 24. The Seven Steps to Successful Persona CreationPricing & Gauging Your Success Industry CPM CPC Automotive $4.50 $0.18 E-Commerce $7.84 $0.51 Education $5.61 $0.44 Entertainment $3.90 $0.16 Food & Beverage $3.99 $0.19 Professional Services $13.35 $1.01 Retail $5.21 $0.25 Technology $9.66 $0.40 Facebook Advertising Cost by Industry Data from Salesforce Advertising Index 2015 Q3
  • 25. KEY INSIGHT 1. Always determine your objectives before you start 2. Be specific on your audience targeting 3. Rotate your ads regularly Hootsuite
  • 26. Getting the Most from Advertising on Twitter .03 © SilverTech, Inc. 2017
  • 27. The Seven Steps to Successful Persona CreationAd Types Promoted Tweet Followers (Promoted Account)
  • 28. The Seven Steps to Successful Persona CreationTwitter Cards Twitter Card Example from HubSpot
  • 29. The Seven Steps to Successful Persona CreationImages & Copy
  • 30. The Seven Steps to Successful Persona CreationTwitter Targeting Basics Keywords Example from HubSpot
  • 31. KEY INSIGHT 1. Cover the basics 2. Select one audience targeting type for each campaign 3. Experiment Twitter
  • 32. The Seven Steps to Successful Persona CreationPricing & Gauging Your Success
  • 33. KEY INSIGHT 1. Introduce yourself 2. Include a clear call-to-action 3. Choose a custom fit over one-size-fits all Hootsuite
  • 34. Getting the Most from Advertising on LinkedIn .04 © SilverTech, Inc. 2017
  • 35. The Seven Steps to Successful Persona CreationAd Types LinkedIn Ad Sponsored Update
  • 36. The Seven Steps to Successful Persona CreationImages & Copy
  • 37. The Seven Steps to Successful Persona Creation ● Job Seniority ● Schools ● Fields of Study ● Degrees ● Skills ● Groups ● Gender ● Age ● Years of Experience LinkedIn Targeting Basics ● Location (required field) ● Company Name ● Company Industry ● Company Size ● Company Connections ● Followers ● Job Title ● Job Function
  • 38. The Seven Steps to Successful Persona CreationPricing & Gauging Your Success
  • 39. In Review ● Social Networks are pay-to-play and advertising should be a component of every social media marketing strategy ● Refer to your personas and content marketing strategy as you choose the right social network to advertise on ● Experiment with organic posts to come up with the ideal content to promote
  • 40. In Review ● Keep your ads short and sweet; don’t rely on text in images to convert ● Target but don’t overdo it. Focus on the demographics identified in your key personas ● Estimate costs by deciding on your goals and identifying average conversion rates from the network you are choosing to advertise on
  • 41. The 2017 State of Digital Marketing Report Search Engine Marketing: SEO, Local Listings, & How to be Found Online Thursday, August 24th at 2 PM According to Search Engine Journal, SEO leads have a 14.6% close rate, while outbound leads have a 1.7% close rate. But, they have to find you first! In this 30-minute session, we’ll cover how to measure your success and optimize your online presence. Register. Search Engine Marketing: PPC Best Practices Thursday, August 31st at 2 PM Once you are on the path to optimizing your organic search engine listings, it's time to amplify your reach. In this session, we will discuss how to plan, set-up and optimize a pay-per-click campaign. Register.
  • 42. SILVERTECH HEADQUARTERS The Ash Street Schoolhouse 196 Bridge Street Manchester, NH 03104 CALL US: 603.669.6600 EMAIL: info@silvertech.com