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Crafting Paid Social Strategies That Capture & Convert Audiences
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JD Prater– Head of Social Media at Hanapin
Marketing– Conference Speaker– Blogger – Cyclist– @jdprater
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Our Road Map1. Meeting and Engaging with Your Audience
2. Crafting Multi-Channel Social Ads to Target and Capture the Full Funnel
3. Measuring the Results of Multi-Channel Social Media Marketing
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Meeting and Engaging with Your
Audience
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Do You Believe in Love at First Sight?
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Your Audience Doesn’t!
Source: Smart Insights
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Yet Our Marketing Campaigns Do?
• It’s how we set up them• It’s how we measure them• It’s how we report on them
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Most Social Campaigns Look Like This
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What would happen if we treated our social media
strategy like a relationship?
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Step #1Who am I?
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???
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Step #2Who do you want to attract?
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How well do you know your audience?
• Have you created personas?• Mapped out the buyer’s journey?• Is your content aligned?• Do you use social media?• Are you engaging? Relevant?
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Look At Who You’re Attracting
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Step #3Where do they hang out?
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Leading social media websites in the United States in May 2016, based on share of visits
Source: Statista
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Source: CMI, 2016 B2B Content Marketing Trends
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Step #4How do you appeal to people?
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What’s Your Offer And Why Should I Care?
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Step #1 – Who am I?
Step #2 – Who do you want to attract?
Step #3 – Where do they hang out?
Step #4 – How do you appeal to people?
Recap
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Crafting Multi-Channel Social Ads
that Target and Capture the Full
Funnel
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Let’s Craft A Relationship Funnel
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Knapp’s 10 Stages of a Relationship (1978)
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Buyer’s Journey In Reality
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Awareness – Say HiGoalFirst Impressions Are Everything. Establish That You Exist.
TargetingExperiment with Various Social Networks + Layered Interest Targeting + LAL
Value ExchangeYou Deliver Relevant Content in Exchange for Your Audience’s Attention
MeasurementFollowers, CTR, CPC, CPV,
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Consideration– Dating (Bachelor Style)GoalGenerate Engagement With Your Target Audience and Address Concerns/Barriers
TargetingRetarget Select Audience + Right Platform + LAL
Value ExchangeYou’ve Earned Permission to Interrupt & In Return Your Audience Sees Relevant Info
MeasurementShares, Engagement, CTR, Cost per Action
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Decision – CommitmentGoalAsk our Target Audience to Make A Commitment
TargetingVery Specific Audience + Specific Network
Value ExchangeYou’ve the Earned their Permission to Ask & Your Audience Now Has Something They Didn’t Have Before
MeasurementCost per Acquisition
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Adoption – Date Nights GoalDelight Your Customers To Keep the Spark Alive
TargetingPrevious Customers + Their Preferred Platform
Value ExchangeYou’ve the Earned their & Your Audience Now Can Stay Informed With Your Brand
MeasurementBrand Affinity, Positive Sentiment, Engagement, CPC, Cost per Action
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Advocacy – Your DefenderGoalInspire Audience to be Your Advocate and Driving Force Behind Your Word-of-Mouth Marketing.
TargetingPrevious Customers
Value ExchangeYou’ve Earned Repeat Business & Customer Loyalty and Your Audience Connects on a Deeper Level with Your Brand
MeasurementReferrals, Loyalty Programs, Brand Affinity,
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Relationship FlowAwareness
Education/Consideration
Consideration/Decision
Decision
Adoption
Advocacy
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B2C Social Platforms
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B2B Social Platforms
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Measuring the Results of Multi-Channel Social
Marketing
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Which one of these moments gets the credit?
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Buyer’s Journey In Reality
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Measuring the Multi-Channel Funnel
Source: Think With Google
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Measuring the Multi-Device Funnel
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Measuring Social Media Success
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“If a significant percent of your conversions have a greater than one
path length, you have an attribution problem.”
~ Avinash Kaushik
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The Problem With Last Click Attribution
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Review Your Assisted Conversions
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Source: Portent (https://www.portent.com/blog/analytics/rip-last-click-attribution.htm)
Lead Gen - Time Decay Attribution
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Source: Portent (https://www.portent.com/blog/analytics/rip-last-click-attribution.htm)
eCommerce - Position Based Attribution
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ROI ≠ Revenue
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ROI = Awareness
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ROI = Followers
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ROI = Emails
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ROI = Leads
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ROI = Sales
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ROI = Cross-sells
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ROI = Upsells
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ROI = Retention
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ROI = Loyalty
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THANK YOU!@jdprater