integrating social media with paid social

KATANA Integrating Social Media with Paid Social

Featuring: Melonie Gallegos Founder & chief social strategist

KATANA

Webinar Agenda

•  Why you should use paid social to boost organic content

•  How-to create winning content for paid social

•  Ways you can turn organic social media posts into advertising

•  3 strategies to extend web content to paid social content

•  Top mistakes marketers make in advertising for traffic in paid social

•  The most overlooked social advertising platform most marketer's aren't yet using

Why you should use paid social to boost organic content

How-to create winning content for paid social

Ways you can turn organic social media posts into advertising

KATANA

Whyyoushouldusepaidsocialtoboostorganiccontent

1.  Youworkedhardforit2.  Smallaudience?Ifnobodyseesit,nobodywillengage

withit3.  Organicreachislimi@ng,evenforlargewellfollowed

pages4.  Enhancedtarge@ngdowntozipcode5.  Morewaystorepackagecontent

KATANA

How-tocreatewinningcontentforpaidsocial

ü Builtforyouraudienceü Speakstheirlanguageü Mobilefirstü Meetsguidelinesü Feelsna@vetotheplaKormü Photographyiseverythingü ArKulheadlines

KATANA

Waysyoucanturnorganicsocialmediapostsintoadver:sing

① Boostitfromtheorganicfeed② Buildadoutsideoftheorganicfeed③ Photos&videosbestforCPE(costperengagement)

performance④ Linkpostsop@mizedforclickthroughforCPC(costper

click)performance

KATANA

Whatdoyouwanttodowithyouraudience?Tellthemwhatyouwanttotelltheminthesocial

network?Or,tellthemonyourwebsite?

Engagementvs.Clicks

3 strategies to extend web content to paid social content

KATANA

Strategy#1

• Quotesorphotosinanimatedbanner• Mul@pleblogsinFacebookcarousel

• Na@vefeelingmessaging• Freshcontentweekly–importanttosocial

BLOGS

$0.44 CPC link | 1.3% link CTR

KATANA

Strategy#2

Repurposeit!• Ablogconversa@on–contentnetworks• Extendedwhitepaper–solu@onfocusedadtarge@ng• Quoteimages–Twi`erphotoads• Facts–producteduca@on

WEBSITECONTENT

KATANA

Strategy#3

• ExtractphotosforInstagram• 15secondshortsforFacebookadver@sing**forwatchingwithorwithoutsound• Twi`eradver@singna@vevideo• Videopostedna@veperformsbest(0-1vs.2clickstowatch)• Facebookpriori@zesvideoforcompetewithYouTube–theywantyourcontent,it’ss@lllowcompe@@on

VIDEOS

Top mistakes marketers make in advertising for traffic in paid social

KATANA

UsingphotosuploadstodriveclicksFacebook

KATANA

Boos:ngpostsvs.weblinkadsFacebook

PostBoostWeblinkad

CPC

$0.33 $1.00

CTR

1.17% 1.03%

CPM

$3.91 $10.58

REACH

1,7055 891

KATANA

Adver:singforfollowerstoboostorganictrafficFacebook

The most overlooked social advertising platform most marketers aren’t yet using

KATANA

Pinterest

• S@llnewandlowcompe@@on• RecentlyrelaunchedadplaKorm• Strongfemaletarge@ng• Highengagement• Keyword&categoryfocused• Buildcontentforon-pageengagementorreasontoclick

CPCwebtrafficadsCPEengagementads

KATANA

Thank you!

@melonie

More tips at fandommarketing.com