leadscon las vegas 2017: low cpa strategies with social media to generate leads

Power Digital: LeadsCon 2017

President Power Digital• Nick Bjorn Slettengren is an entrepreneur by

trade and digital marketer by evolution. With over a decade of experience, Nick has worked with Fortune 500 clients like Pfizer and Proctor & Gamble to helping venture backed start ups take flight

• With a passion for growth, Nick helps his team at Power Digital grow, while growing his client’s strategy and revenue online.

• -Forbes & Huffington Post contributor• -National & Global speaker on digital • -San Diego Business Journal #2 Fastest

Growing Companies 2016• -Passionate Digital Strategist

@nick_bjorn

Starting with a Plan

Social AnalysisContent DevelopmentBranding Guidelines

Social Voice & Personality

Audience GrowthInfluencer OutreachReputation Mgmt.

Relationship Building

Daily CommunicationCompetitor Monitoring

Industry Monitoring

Transactional Opp.Click-Driving Graphics

ROI Tracking

@nick_bjorn

Dare to Standout

@nick_bjorn

Brand Image: Case & Point

TARGET AUDIENCE: Middle-class to affluent women ages 25-55 who have

disposable income

AUDIENCE SIZE:Loft: over 1 million

Canna-Pet: under 10,000

ENGAGEMENT:Loft: 20-150 per post

Canna-Pet: 15-100 per post

DIFFERENCE? Eye catching visuals and creative with a strong narrative gets exponential results

no matter how large your following.  

@nick_bjorn

Custom Content Creative Asset Resources

CanvaPexels.com (Free pics)

Recite (layover quotes)Over (layover text on photo)Infogr.am (graphs & charts)

Omnicore medias social media cheat sheet (Social media size

guide Google it;)@nick_bjorn

Community Engagement: 5 Simple Content Tactics

•Develop a cohesive brand image to use across all channels - consider this image with every piece of content •Create ‘shoppable’ carousels

to better display service

•Tell a story in your content… develop a persona for your brand to show your customers you understand and relate to them

•Feature your customers to build a sense of community

•Social contests!

@nick_bjorn

Telling Your Story

Tell a story that means something!

Too hard? …I challenge you to try this

Build a story using your customers as brand advocates.  

Incentivize them to share with their friends, through discounts, premium

features, exclusive access, etc.

@nick_bjorn

Relate to your Audience

Quotes Matter• Enhance sharing

and engagement• Increase organic

views on FB• Inspire and create

brand equity with your audience

Stop Talking & LISTEN

@nick_bjorn

3 Kinds of Strategic Listening

• -Brand • -Sentiment • -Transactional

@nick_bjorn

Listening: Brand

Brand Mentions• Monitor your brand and what

people are saying about you. • Join the conversation.

• Monitor your competitors brands• Look at engagement &

message• Are their followers happy??

• Act as support to guide people around your brand• Sending people to the right

webpage• Connecting with customer

support• Connecting to sales support

Quick Tip: Other Things to Listen For

Expand your listening with…• Keywords (non-branded)• Phrases• URLs• Hashtags • Hybrids

• Example) Keyword + URL

@nick_bjorn

Listening: Sentiment

Two Great Ways to Use Sentiment:

1. Monitor your Brand • What are people saying

• Good vs. Bad• Resolving issues with upset

customers• Identify flaws in your service

offering2. Against you Competition • What are people saying about

your competition?• Good vs. Bad• Focus on the Bad;)

• Approach those people with empathy, ask if you can help with your service…

@nick_bjorn

Listening: Transactional

An ROI Focused ApproachSocial Media is an AWARNESS play when

we look at a sales funnel online. It’s typically not the closer… Until now!

• Transactional Listening • Listen & Track transactional

keywords• Example) buy car insurance, need

car insurance, know a good car insurance broker/agent, bought a new car

• Connect authentically, then offer discount, reward, etc.

Awareness

Consideration

Decision

@nick_bjorn

Measuring Results

Influence of a Post

Beyond Engagement Baseline engagement metrics are

coming less relevant when you can go deeper with technology

Consider:• Reach vs. Spread

• Ratio between who could potentially see the post vs. spread the people engaging and sharing the post

• Engagement of a post over time• Who is triggering the largest

engagement of your post?• What is the overall sentiment of your

post?@nick_bjorn

Measuring & Reporting

Dash thisThis is the best Dashboard software I’ve

ever found –to date!

Consider:• Sets up quickly and intuitive • Reports accurately through API’s• Covers Social, SEO, and PPC• SOCIAL MEDIA INTEGRATIONS

@nick_bjorn

Measuring & Reporting

Funnel DashThis is more experimental but the

attribution is getting better!Set up:

• Install tracking script• Connect ad platform• Connect payment processing

Now you can:• Accurate first click vs. last click

attribution• Identify most profitable

segments age, gender, device, time of day, location.

• Look at ROI and LTV

@nick_bjorn

Other Tools I Like!

Accelerate Audience Growth

Jooicer – For Twitter• Select audience targets and

interests• Select location and language• Aggregates twitter follower list

• Select and reach out to followers

• Monitor Growth• Identify Influencers who share

your content • Starts at $9

@nick_bjorn

Good Affordable Listening Software

Mention – For Social Media• Google Alerts for Social Media,

the web and, more…• Facebook, Instagram, and

twitter• Track your brand online and

your competitors• Social listening done accurately and affordably

@nick_bjorn

Quick Tip: Snip.ly

ADD a CTA to Every Piece of Content YOU Share:

Using Snip.ly allows us to tie your brand name to any piece of coverage. Whether it’s a PR hit or just a viral industry article, we can link traffic directly to your site or collect leads for you on that piece of coverage.

All traffic is tracked by UTMs and the visitors can be retargeted through Facebook.

@nick_bjorn

Questions

•Q & A

@nick_bjorn