show me the roi : how to succeed with social ads for any business

Nicole Kroese VP, Marketing and Partnerships Likeable Local@NicoleKroese

Show Me the ROI How To Succeed With Social

Advertising For Any Business

#NYExpo @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.

#MKTNY @NicoleKroese

Today We’ll Cover:

1. The state of social media marketing today2. Challenges with social advertising 3. The 5 Step Success Recipe for social ads 4. Social Media as the new word-of-mouth5. How Likeable Local can help

#NYExpo @NicoleKroese

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

2015Over $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 #NYExpo @NicoleKroese

It used to be like…

If you build it, they will come!

#NYExpo @NicoleKroese

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

#NYExpo @NicoleKroese

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 to a more expansive audience!

#NYExpo @NicoleKroese

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.

#NYExpo @NicoleKroese

1. PLAN ahead.

“Setting goals is the first step in turning the invisible to the visible." -Tony Robbins

Set goals for your ads

#NYExpo @NicoleKroese

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?

#NYExpo @NicoleKroese

Objective = Ads Goal

#NYExpo @NicoleKroese

Boosted Timeline Content vs. “Dark Posts”

VS

“Is it timely or evergreen?” Timely

Evergreen

Objectives On Twitter

#NYExpo @NicoleKroese

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

It’s time to find them.

#NYExpo @NicoleKroese

Create Smart Audiences

o Demo/Behavior/Interest

o Custom Audiences

o Lookalike Audiences

#NYExpo @NicoleKroese

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

location!

#NYExpo @NicoleKroese

-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!

#NYExpo @NicoleKroese

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

#NYExpo @NicoleKroese

3. ENTICE with relevant creative

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

#NYExpo @NicoleKroese

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!)

#NYExpo @NicoleKroese

4. CONVERT visitors to customers

Make sure they take your desired action!

“Frustration is the ‘F’

word of the internet”

#NYExpo @NicoleKroese

Consider these Conversion Tipso 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.

#NYExpo @NicoleKroese

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

#NYExpo @NicoleKroese

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?

#NYExpo @NicoleKroese

Social Media = The New Word Of Mouth

Social Ads have BUILT IN endorsements from friends.

#NYExpo @NicoleKroese

Relevant audience.Relevant copy.

Relevant destination.

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

RELEVENCY

#NYExpo @NicoleKroese

THE LIKEABLE SOLUTION

#MKTNY @NicoleKroese

• Use thousands of content ideas at your fingertips and preplan your posts for the most effective times

• Automatically scheduled industry-specific content for Facebook, Twitter, & LinkedIn

Content Creation & Scheduling

TurboPost ™ Technology

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#NYExpo @NicoleKroese

TWEET: @NicoleKroeseEMAIL: nicole@likeablelocal.com FACEBOOK/LINKEDIN: /NicoleKroese

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