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Crafting Paid Social Strategies That Capture & Convert Audiences
JD Prater– Head of Social Media at Hanapin
Marketing– Conference Speaker– Blogger – Cyclist– @jdprater
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
Meeting and Engaging with Your
Audience
Do You Believe in Love at First Sight?
Your Audience Doesn’t!
Source: Smart Insights
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
Most Social Campaigns Look Like This
What would happen if we treated our social media
strategy like a relationship?
Step #1Who am I?
???
Step #2Who do you want to attract?
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?
Look At Who You’re Attracting
Step #3Where do they hang out?
Leading social media websites in the United States in May 2016, based on share of visits
Source: Statista
Source: CMI, 2016 B2B Content Marketing Trends
Step #4How do you appeal to people?
What’s Your Offer And Why Should I Care?
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
Crafting Multi-Channel Social Ads
that Target and Capture the Full
Funnel
Let’s Craft A Relationship Funnel
Knapp’s 10 Stages of a Relationship (1978)
Buyer’s Journey In Reality
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,
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
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
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
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,
Relationship FlowAwareness
Education/Consideration
Consideration/Decision
Decision
Adoption
Advocacy
B2C Social Platforms
B2B Social Platforms
Measuring the Results of Multi-Channel Social
Marketing
Which one of these moments gets the credit?
Buyer’s Journey In Reality
Measuring the Multi-Channel Funnel
Source: Think With Google
Measuring the Multi-Device Funnel
Measuring Social Media Success
“If a significant percent of your conversions have a greater than one
path length, you have an attribution problem.”
~ Avinash Kaushik
The Problem With Last Click Attribution
Review Your Assisted Conversions
Source: Portent (https://www.portent.com/blog/analytics/rip-last-click-attribution.htm)
Lead Gen - Time Decay Attribution
Source: Portent (https://www.portent.com/blog/analytics/rip-last-click-attribution.htm)
eCommerce - Position Based Attribution
ROI ≠ Revenue
ROI = Awareness
ROI = Followers
ROI = Emails
ROI = Leads
ROI = Sales
ROI = Cross-sells
ROI = Upsells
ROI = Retention
ROI = Loyalty
THANK YOU!@jdprater
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