With multiple channels and countless ways to target social ads, paid social can become a drain on resources. In this session, we dig beyond the hype to dissect the how, when, and why of successful social ads.

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