The Ins & Outs of Social Media Advertising: How To Target Your Perfect New Customer

Nicole Kroese Director of Marketing and Partnerships Likeable Local@NicoleKroese

The Ins and Outs of Social Media Advertising

How to Target Your Perfect New Customer

#MKTNY @NicoleKroese

Let’s get to know each other

• I consider myself a social media expert! • I’m no expert, but I know how to do the basics

+ some. • Back to basics for me-- I am a social media

newbie! • I have run an ad on social media before. • Right now, trying to create a Facebook Ad

would be my worst nightmare.• My business has seen positive ROI from social

media! • I’m still not totally convinced social media

actually works. • My business has benefitted from word-of

mouth.


Today We’ll Cover:

1. The state of social media marketing today

2. Challenges with social advertising

3. The 5 Step Success Recipe for social ads

4. Social Media as the new word-of-mouth

5. How Likeable Local can help


These are a few of my favorite stats…

Social media has a 100% higher lead-to-close rate than outbound marketing

American social media users spend on average 2.7 hours per day on social media

56% of the population goes to Facebook more than once a day, 29% for Twitter, 14% for LinkedIn 70% of marketers

will

increase spend on social in

2015

Over $8.5 billion was spent on social media in 2014

And projected spend for 2018 is $14 billion

In 2014 social mobile ad spending

surpassed non mobile spending

Sources: HubSpot, Digital Information World, We Are Social #MKTNY @NicoleKroese

It used to be like…

If you build it, they will come!


But Then…

o The internet became a little cluttered

o Things like “Facebook Reachageddon” made us Pay-to-Play Facebook Reachageddon = The End of Organic Reach.

If you aren’t paying to boost your posts, only 1-2% of your fans will see your posts organically


It’s OK!

Marketers who know what they are doing on social can blow away the competition with

strategic ads.

You’ve never been able to

market smarter!


The 5 Step Success Recipe for social ads

① PLAN ahead.

② REACH the right people.

③ ENTICE with relevant creative.

④ CONVERT visitors to customers.

⑤ SCALE smarter.

#MKTNY @NicoleKroeseBit.ly/expoebook

1. PLAN ahead.

"People with goals succeed because they know where they're going." -Earl Nightingale

Set goals for your ads


Social Ads Terms Crash Course:

o Reach: the unique # of users that have seen your post

o Potential Reach: approximate # of users your ad can potentially reach based on your audience criteria

o Frequency: the # of times those unique users viewed your post

o Impressions: the # of times your post has been viewed

o ( Reach x Frequency = Impression )

o Conversion: a specified action on your website within 28 days of interacting with an ad

What things should look for and measure?


Objective = Ads Goal


Objectives On Twitter


2. REACH the right people. Your perfect prospects are on social.

It’s time to find them.


Create Smart Audiences

o Targeted

Audiences

o Custom Audiences

o Lookalike

Audiences


Targeted AudiencesSpecify everything from gender, to income, to job title, to interests, to

location!


-30-50 year old-women-who are married-who live in Tennessee -who like Thai Food-& are interested in Cricket 2015

=1K-1.5K Monthly active FB Users!


Custom & Lookalike Audiences Get more business and referrals from current

customers Attract people similar to your current customers Get already-interested prospects closer to buying Retarget “cold-feet” visitors

Consider Ad Placement

!

• Mobile Newsfeed

• Desktop Newsfeed

• Right Side Column

• Partner Mobile Apps


3. ENTICE with relevant creative

An unappealing ad even to the best audience won’t work


The Anatomy

of A Facebook

Ad

The Anatomy of a Facebook Ad

① Short & compelling

text

② Attention Grabbing

Image*

③ Headline (and

description)

④ Call to action

⑤ Vanity URL*(don’t break FB’s ad image

guidelines!)


4. CONVERT visitors to customers

Make sure they take your desired action!

“Frustration is the ‘F’

word of the internet”


Consider these Conversion Tips

o Make the destination mobile friendly.

o Test on different browsers/devices

o A/B test landing page colors, designs, and copy.

o Retarget page viewers again.


Track and report regularly

Double down on what is working

You may be sick of your Ad, your prospects aren’t!

Adapt to current trends

Always-be-optimizing

5. SCALE smarter


Social Media = The New Word Of Mouth

90% of people trust business recommendations from someone they know.*

People are 4x more likely to buy when referred by a friend*

*Neilson Study, 2014

How has your business grown from Word Of Mouth?


Social Media = The New Word Of Mouth

Social Ads have BUILT IN endorsements from friends.


Relevant audience.Relevant copy.

Relevant destination.

At the end of the day, the success of your ads is all about

RELEVENCY

#MKTNY @NicoleKroesebit.ly/expoebook

THE LIKEABLE SOLUTION


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Help You:

Likeable Hub Mobile App


Content Scheduled And Managed For You


Hypertargeted Advertising and TurboPost ™

Boost lead generating content


Referral Program and Likeable Hub Site


SPECIAL PROMOTION!

Visit us at Booth 318 and save $200 on Likeable Local today!

-Visit LikeableDemo.com to learn more

-Call 212-359-4347


QUESTIONS/ GRAND PRIZE

Contact Me!

@[email protected] (646) 798-0232

Don’t forget to redeem your #Likeable savings at booth

318! LikeableDemo.com


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