facebook & instagram advertising audience + conversion series - day 2
TRANSCRIPT
Copyright 2017 - Q4 Amazon Virtual Summit
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Facebook & Instagram Advertising Audience + Conversion Series
Day 1Strategies To Lower Facebook Ad Cost & Improve Conversions
Day 2Next-level Methods To Finding & Reaching Your Target Audience Across Facebook & Instagram
2-Day Series Details
● Session Recording + Slides Will Be Sent Out
● Handouts in the right-hand section
● Submit Questions to Our Panelists
Today’s Logistics
Overview
Founded in 2007
Google Premier Partner
400+ Active Retail Clients
Top 50 Fastest Growing Company San Diego
D E L I V E R I N G L A S T I N G
R E S U L T S F O R O U R C L I E N T S
Solutions
Retail-focused PPC & Shopping
Amazon Sales Acceleration
Facebook Performance Marketing
Creative Services
About CPC Strategy
Who We Work With
8
Lucy Hitz Marketing Communications,
Simply Measured, a Sprout Social Company
Today’s Speaker
Today’s Agenda
● How to put together an audience-aligned
Instagram and Facebook strategy…
step by step
● New approaches for finding and
engaging your target audience on
Facebook and Instagram
● How to use listening and Instagram Stories
to identify, learn about, and target
likely buyers
Research
Copyright 2017 - Q4 Amazon Virtual Summit
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Create an Audience-Aligned Instagram & Facebook Strategy
Copyright 2017 - Q4 Amazon Virtual Summit
Step 1: It’s Persona Time
Define Your Target Audience
● Challenging your own assumptions
= more effective, innovative
campaigns
● It WILL make your life easier.
Promise. This is your foundation.
● It’s an iterative process.
#SorryNotSorry
Don’t Reinvent the Wheel.
Copyright 2017 - Q4 Amazon Virtual Summit
Read the Room First.
● Use a listening solution to
understand the FULL conversation
on Instagram, Facebook, and
beyond...not just around your
brand.
● What does the conversation look
like around your brand, industry
and target topics on social today?
● Example:
○ General Topic: Yoga
○ Your Brand: Yoga Pants Inc.
○ Specific Brand Offering:
Coolest Yoga Pants Ever
Personas + Social Data = 💖
Copyright 2017 - Q4 Amazon Virtual Summit
Step 2: Identify Behavior
Define Key Themes
● Understand persona interests
across different industries beyond
your own brand
● Uncover common @mentions,
hashtags or events among your
personas
● Pair like-minded brands with your
own brand audience, understand
your share-of-voice baseline, and
set accurate goals
Which Other Brands Align with Your Audience?
And Back to Our Personas...
Copyright 2017 - Q4 Amazon Virtual Summit
Step 3: Identify Influencers
Ask Yourself...
● Is there a possible
partnership with
influencers to leverage
their existing audience?
● With non-competitive
brands with similar
audience?
● Who does my audience
also follow?
Leverage Influencers
Copyright 2017 - Q4 Amazon Virtual Summit
Step 4: Set Goals
Ask Yourself...
● What do you need Instagram and
Facebook to do for your business?
● Based on the research you’ve
done, what is a realistic but
aggressive goal for each persona?
● What is a realistic but aggressive
total goal for all personas/persona
strategies?
Copyright 2017 - Q4 Amazon Virtual Summit
Copyright 2017 - Q4 Amazon Virtual Summit
Copyright 2017 - Q4 Amazon Virtual Summit
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STACK TEXT ROW 1STACK TEXT ROW 2The Latest Approaches
A Notification Story
Facebook Groups
Copyright 2017 - Q4 Amazon Virtual Summit
Invite to Like
Some Guidelines...
● Don’t use this tactic unless you
have a lot of strong content on
your Faceook page
● Leverage influencers big and
small, as well as your personal
network
● Complement with paid
Events: Offline Connection Required
Saved: On Instagram & Facebook
Paid Strategy #1: Simple Nurture Funnel
Step 1: Invest in video
Step 2: Create a post engagement campaign targeting your ideal customer to create initial connection. Monitor and optimize campaign until it reaches 3K views.
Step 3: Create a traffic or conversion campaign targeting those who viewed at least 25% of your video. Visitors who exposed to your messages previously are 3-5 times more likely to conver than cold traffic.
Paid Strategy #2: Give Clear Directions
Paid Strategy #3: Upload Your List
Instagram: Leverage Hashtags
Instagram Stories: What Are They?
Instagram Stories are a feature of the Instagram platform, allowing users and brands to post photo + video content that disappears within 24 hours.
- Flexible and timely- Allows for quick updates- Keeps your brand top-of-mind (and top of feed)- Drive traffic to your website (for business profiles)
Instagram Stories: The Facts
● More than 25 millionInstagram Business accounts produce Instagram Stories
● One in five organic Stories from businesses gets a direct message
● More than half of Instagram’s 500 million daily active users are on Stories.
● Daily use surpasses Snapchat
Instagram Stories: Creative Tools
Instagram Stories: Share Feedback
Instagram Stories: Create an Experience
Instagram Stories: How To
Instagram Stories Highlights
Instagram Stories still disappear
within 24 hours but highlighting
allows you to archive and feature
stories indefinitely on your
Instagram profile.
● Save your content
● Create focus areas
● Manage customer requests
Instagram Ads
Save Time Day-to-Day
● Post with precision with Sprout’s scheduler, Queue and Instagram scheduling tools...including Viral Post
● Store, edit and publish multimedia content with an image editor and Asset Library
● Increase team efficiency with user-based permissions to review and approve posts.
Defining and Redefining Success Metrics
● Traditional: Likes, Comments, Mentions
● New Hot Metrics on the Block: Saves, Impressions, Tap-backs,
Tap-forwards, Story Replies, Exits
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STACK TEXT ROW 1STACK TEXT ROW 2Measurement!
Content Labeling: Secret Weapon 🚨
Copyright 2017 - Q4 Amazon Virtual Summit
What Describes Your Campaign?
Define Your Target Audience
● #Hashtag
● Event Name
● Phrase
● Content Topic/Themes
● Timeframe
● Persona
● Influencer
Understand the Differences
#MatchMadeAtTJsContest
34%
Get Quick Metrics & Stay Organized
Identify Your Most Successful Campaigns
Influencer Program Management
Like we said earlier, content labeling will make managing your influencer
program MUCH easier.
● Keep track of what your influencers are posting and what engagement they are driving on a
regular basis—not just when the campaign or partnership is coming to a close
● Get a feel for the type of content your influencers are posting and how you can better align your
social strategies
● Measure your brand content performance vs. your influencers’ performance
Listening: Measure Awareness & Conversation
Instagram Stories: Measure & Optimize
Today’s Recap
● Research, execute, measure...then restart
● It all begins with people/personas
● Use non-paid content, content labeling, and
listening for signals to inform paid content
● Build the community, then the conversions
● The only thing constant is change
Lucy Hitz Marketing Communications,
Simply Measured, a Sprout Social Company
Questions For Today’s Speaker?