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Driving website traffic is an important part of the online marketing process, whether your website is for eCommerce or is simply informational. Social media can be a great traffic generation tool when it's used in conjunction with an overall marketing strategy. In this session, we’ll cover: - The importance of having a game plan for your social media efforts - How to reach qualified customers online - How to measure the success of your efforts
Citation preview
Using Social Media to Drive Web Traffic
A presentation by
AUGUST 16, 2014
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Objectives
• Create and maintain awareness for PowerBucks among best prospects within targeted geographic regions.
• Drive traffic to MegaJackpots website and Facebook page to seek out more PowerBucks information.
• Drive trial to PowerBucks games at operator properties within the targeted geographic regions.
• Encourage prospects to become MegaJackpots Facebook fans so we can continue to market PowerBucks to them in a cost effective manner.
• Support sales efforts of PowerBucks games to operators within the targeted geographic regions by showing visible and effective support for the product.
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OUR CLIENTS
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ABOUT ME
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ABOUT ME
• Named one of Social Media Examiners Facebook Marketing Success Stories in 2011
• Featured in Social Media
Marketing for Dummies, 2nd Ed.
I know what I’m talking about – promise!
Social Media Delivers a Return… …Just Not Always
Immediately
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SOCIAL MEDIA
• 9% of people have made a purchase by clicking on an ad they saw on social media
• 11% have purchased a product they saw advertised on
social media without actually using the social media link
Social media delivers a return – just not always immediately
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SOCIAL MEDIA
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Gender • Women are 4 times more likely than men to use Pinterest
(33% vs. 8%)
Age • 18-29-year-olds (27%) • 30-49-year-olds (24%) Location • Suburban residents are more likely than urban
respondents to use Pinterest (23% vs. 19%)
Who uses Pinterest?
How Pinterest works
How Pinterest works
How Pinterest works
How Pinterest works
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• Increase brand awareness and engagement • Educate customers about products and services • Extend the reach of brand messages • Drive website traffic
Objectives
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• Followers • Engagement
o Repins o Comments o Likes
• Reach / Impressions • Website referrals • Purchases / ROI
Key Metrics
Pin products from your website
Pin blog articles
Include a created and curated content
See if someone has pinned something from your website already
• http://www.pinterest.com/source/YOURWEBSITE.com/
Analyze your efforts
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• Increase brand awareness and engagement • Educate customers about products and services • Inform customers of events / sales • Extend the reach of brand messages • Enhance or improve customer service • Drive website traffic
Objectives
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• Page Likes • Reach/Impressions • Engagement levels
o Posts: People Engaged / People Reached o Overall Weekly Engagement: People “Talking About
This” / Page Likes • Website referrals • Purchases / ROI
Key Metrics
Organic reach for brand pages is declining
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• Direct people to your Facebook URL • Share is the new Like • Make content both engaging AND informative • Create Facebook‐exclusive offers • Pay to sponsor content
Get your Facebook content seen
Facebook ads
Facebook ads
Facebook ads
Facebook ads
Facebook ads
Facebook ads
Other Best Practices
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SOCIAL MEDIA
Include a URL to your website in your social media bios
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SOCIAL MEDIA
Add social sharing buttons to your website
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SOCIAL MEDIA
Work with influencers
• Ask influencers to share your web links • Interview an influencer for web content • Have an influencer guest blog or post • Help an influencer write content about your brand • Share products with influencers for feedback and web
content
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SOCIAL MEDIA
Track links by using Google’s URL Builder
https://support.google.com/analytics/answer/1033867?hl=en&ref_topic=1032998
Step 1: Create the link
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SOCIAL MEDIA
Track links by using Google’s URL Builder
https://support.google.com/analytics/answer/1033867?hl=en&ref_topic=1032998
Website URL: Where the link should go when clicked
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SOCIAL MEDIA
Track links by using Google’s URL Builder
https://support.google.com/analytics/answer/1033867?hl=en&ref_topic=1032998
Campaign Source: Where the link will be shared (Facebook, Pinterest, Email, etc.)
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SOCIAL MEDIA
Track links by using Google’s URL Builder
https://support.google.com/analytics/answer/1033867?hl=en&ref_topic=1032998
Campaign Medium: How you will share the link (Post, Ad, Pin, etc.)
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SOCIAL MEDIA
Track links by using Google’s URL Builder
https://support.google.com/analytics/answer/1033867?hl=en&ref_topic=1032998
Campaign Name: What you are taking about (tack, grooming, apparel, sale, etc.)
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SOCIAL MEDIA
Track links by using Google’s URL Builder
https://support.google.com/analytics/answer/1033867?hl=en&ref_topic=1032998
Step 2: Share the link
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SOCIAL MEDIA
Track links by using Google’s URL Builder
https://support.google.com/analytics/answer/1033867?hl=en&ref_topic=1032998
Tip: When sharing on Facebook, you can delete the link from the post copy and the preview will remain.
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SOCIAL MEDIA
Track links by using Google’s URL Builder
https://support.google.com/analytics/answer/1033867?hl=en&ref_topic=1032998
Step 3: Track the link in Google Analytics
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SOCIAL MEDIA
Track links by using Google’s URL Builder
https://support.google.com/analytics/answer/1033867?hl=en&ref_topic=1032998
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SOCIAL MEDIA
Track links by using Google’s URL Builder
https://support.google.com/analytics/answer/1033867?hl=en&ref_topic=1032998
Step 3: Track the link
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SOCIAL MEDIA
Track links by using Google’s URL Builder
https://support.google.com/analytics/answer/1033867?hl=en&ref_topic=1032998
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SOCIAL MEDIA
Use social media in conjunction with other efforts • Email
o Still one of the top traffic drivers!
• Blogging o Brands that create around 15 blog posts per month
receive an average of 1,200 new leads per month
• SEO
• Direct Mail • Etc.
Questions?
