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The Traffic Trifecta: Driving More Sales Through Paid Search + Organic Social + Paid Social
The document outlines a presentation led by Erin Sagin and Andrew Caravella focused on optimizing social media and paid search strategies to boost brand awareness and revenue. Key strategies discussed include analyzing past social media performance, leveraging hashtags, using mobile-friendly ads, and employing video content to engage audiences. The presenters emphasize the importance of community engagement, employee advocacy, and effective use of advertising tools to maximize reach and impact.
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The Traffic Trifecta: Driving More Sales Through Paid Search + Organic Social + Paid Social
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- 2. 2@erinsagin @andrewcaravella Meet YourPresenters Erin Sagin • PPC Evangelist & Community Manager • 4+ years at WordStream • Hoola hooper, avid traveler, and devotee of just about every Netflix original TV series • Tweet me! @erinsagin Andrew Caravella • VP, Marketing at Sprout Social • 3+ years at Sprout Social • Industry speaker, SoulCycler, Tennis fanatic and known jet- setter. • Tweet me! @AndrewCaravella
- 3. 3@erinsagin @andrewcaravella Agenda: OurTraffic Funnel Organic social media boosts: • Reach of your social posts • Size of your social following • Amount of search traffic you receive Integrated paid search and social strategies: • Capitalize on your newfound search volume • Convert social media impressions into revenue
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- 5. 5@erinsagin @andrewcaravella Optimize OrganicContent to Increase Reach & Awareness #1
- 6. 6@erinsagin @andrewcaravella Step 1:Pull Historical Message Data
- 7. 7@erinsagin @andrewcaravella Step 2.Study Your Most Successful Posts What Post Types Perform? • Links • Photos • Videos • Gifs • Text Updates • Offers • User-Generated-Content What Content Performs Well? • Company Updates • Articles from Your Blog • Articles from Other Blogs • eBooks • Webinars • Templates • Free Tools
- 8. 8@erinsagin @andrewcaravella Step 3:Leverage Hashtags in Your Posts
- 9. 9@erinsagin @andrewcaravella Step 4:Geo-Target Your Messages
- 10. 10@erinsagin @andrewcaravella Step 5:Determine the Best Days to Post
- 11. 11@erinsagin @andrewcaravella Step 6:Determine the Best Times to Post
- 12. 12@erinsagin @andrewcaravella Find NewProspects With Active Social Listening #2
- 13. 13@erinsagin @andrewcaravella Monitor Key Phrases •Brand Mentions • Product Mentions • Purchase Intent • Customer Needs • Competitors • Misspellings “Chicago restaurants”
- 14. 14@erinsagin @andrewcaravella Improve BrandAwareness Through Customer & Community Advocates #3
- 15. 15@erinsagin @andrewcaravella Get Your Customers Talking 1.Identify customer thought- leaders and active users 1. Understand why customers would want to talk about you 2. Provide amazing customer support to ensure happiness 3. Engage with and amplify customer content as you would your own
- 16. 16@erinsagin @andrewcaravella Get Thought LeadersTalking 1. Identify thought-leaders important to your brand/category • Scale with tools • Buzzsumo or Followerwonk. 2. Follow their social profiles and engage with their content regularly 3. Ask them for content/blog quotes and contributions, then mention them when you post it 4. Grow the relationship until they organically share your content
- 17. 17@erinsagin @andrewcaravella Amplify &Extend Brand Reach Through Employee Advocacy #4
- 18. 18@erinsagin @andrewcaravella Individual Employeesare Highly Connected AVERAGE 305 Friends 55% HAVE 300–3,000 Connections AVERAGE 208 Followers
- 19. 19@erinsagin @andrewcaravella The Benefitsof Employee Advocacy
- 20. 20@erinsagin @andrewcaravella trusted communityof 85,000 100 employees x 850 connections Activating Employees Amplifies Brand Reach
- 21. 21@erinsagin @andrewcaravella Build MoreQualified Relationships with 1-1 Engagement #5
- 22. 22@erinsagin @andrewcaravella Engage withCustomers Not Quite Ready to Convert
- 23. 23@erinsagin @andrewcaravella Step UpYour Mobile-Ad Game #6
- 24. 24@erinsagin @andrewcaravella Mobile IsOfficially a Big Deal
- 25. 25@erinsagin @andrewcaravella You Can’tContinue to Ignore Mobile
- 26. 26@erinsagin @andrewcaravella These AreAll Too Familiar
- 27. 27@erinsagin @andrewcaravella Why theHECK Did We Create These Crappy Landing Pages?!?! CRYING
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- 29. 29@erinsagin @andrewcaravella Because MobileScreens Are Tiny…
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- 31. 31@erinsagin @andrewcaravella % WhoSwitched to Full Site
- 32. 32@erinsagin @andrewcaravella Conversion Rates:Mobile Site vs. Full Site
- 33. 33@erinsagin @andrewcaravella Invest InNew Mobile Landing Pages
- 34. 34@erinsagin @andrewcaravella In theInterim — Explore Call Only Campaigns Bypass Your Mobile Landing Pages Altogether!
- 35. 35@erinsagin @andrewcaravella Revamp YourAd Extensions & Formats #7
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- 37. 37@erinsagin @andrewcaravella Extensions ArePractically Mandatory
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- 40.
- 41. 41@erinsagin @andrewcaravella Utilize AdWordsNEW! Customer Match Feature #8
- 42. 42@erinsagin @andrewcaravella Identity BasedMarketing = The Future
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- 44. 44@erinsagin @andrewcaravella Even BetterMatch Rates Than Facebook!
- 45. 45@erinsagin @andrewcaravella Putting ItInto Practice • Cross-Sell/Upsell/Resell existing customers • Segment and prioritize top candidates • Exclude Existing Customers • Extend to Similar Audiences
- 46. 46@erinsagin @andrewcaravella Amp UpYour Video Ads Efforts #9
- 47. 47@erinsagin @andrewcaravella Video AdsAre Quickly Gaining Popularity Video ad revenue is expected to grow by TWENTY PERCENT!
- 48. 48@erinsagin @andrewcaravella People LOVEto Engage With Video Content
- 49. 49@erinsagin @andrewcaravella Beat YourCompetitors to the Punch
- 50. 50@erinsagin @andrewcaravella Leverage ExistingVideo Content
- 51. 51@erinsagin @andrewcaravella Use VideoTo Nurture Existing Prospects with Customer Match
- 52. 52@erinsagin @andrewcaravella Good Results? Broadenthe Net with Similar Audiences!
- 53. 53@erinsagin @andrewcaravella Leverage FacebookRetargeting #10
- 54. 54@erinsagin @andrewcaravella Remarketing WorksWonders Yep, that’s $56…on ice cream. All thanks to remarketing.
- 55. 55@erinsagin @andrewcaravella Conversion RatesIncrease With Ad Exposure
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- 57. 57@erinsagin @andrewcaravella Facebook OffersMore Customization
- 58. 58@erinsagin @andrewcaravella You CanGo Bananas With Targeting
- 59. 59@erinsagin @andrewcaravella Create SuperTargeted Ads That WOW Viewers
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- 62. 62@erinsagin @andrewcaravella Thanks forAttending! Tweet your questions @AndrewCaravella @ErinSagin