b2b lead generation for social media advertising
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Strategies for leveraging Facebook Ads, LinkedIN Ads, Twitter Ads and YouTube Video Campaigns for business-to-business lead generation.TRANSCRIPT
Chicago • November 4–7, 2013 • #SESCHI @SESConf
B2B Social AdvertisingAmplify Your Lead GenerationJohn A. LeeClix MarketingManaging Partner
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@john_a_lee
Social Media Advertising
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@john_a_lee
You’ve Heard it All Before…
Social media ads don’t convert!
It’s too complicated!Social ads are only for big brands
with big budgets!
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@john_a_lee
There is a Better Way!
• Understand the social ad platform features to kick start your lead generation efforts.
• Target the “what” AND the “who.”• Integrate social media advertising with your
entire marketing plan and lead nurturing campaigns.
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@john_a_lee
What You Should Expect to Learn Today
• Universal truths of social media advertising.
• B2B lead generation:– 5 tips for Facebook Ads– 5 tips for LinkedIN Ads– 5 tips for Twitter Ads– 5 tips for YouTube Video Ads
• Bonus targeting tip!
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@john_a_lee
UNIVERSAL TRUTHS OF SOCIAL MEDIA ADVERTISING
B2B Social Advertising: Amplify Your Lead Generation
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
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Work Smarter, Not Harder
• Repurpose creative and research from other marketing efforts.– Personas– Image creative– Ad messaging– Competitor research
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@john_a_lee
Organize Creative Assets• Landing pages
– Reuse existing pages to start.– Plan to develop pages tied to
specific layers of social targeting.
• Images– Facebook: 1200x627– LinkedIN: 50x50– YouTube: 300x60, 74x74
• *Not* for GDN placement.
• Video– 15-30 second– 1+ minute “full length”
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@john_a_lee
Prioritize Tracking & Reporting
• Conversion tracking within social advertising platforms is in short supply.
• Prioritize URL tagging for 3rd party tracking tools:– Analytics (Google Analytics, Omniture)– 3rd party tools (Acquisio, Marin)– CRM software (Salesforce, Hubspot,
Infusionsoft)– Call tracking (Mongoose Metrics)
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@john_a_lee
Be Prepared to Test Ads. Then Test Again
• In social advertising, ad degradation is real.• Create a schedule for consistent testing.• Infinite combinations to test!
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@john_a_lee
FACEBOOK ADS5 TIPS FOR LEAD GENERATION
B2B Social Advertising: Amplify Your Lead Generation
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@john_a_lee
Facebook #1
• Align personas to Facebook targeting parameters:– Geography.– Demographics: age, gender.– Precise Interests: Common
traits, cultural influences, professional identifiers.
– Broad Categories: big picture interests (e.g. new smartphone users, alternative music, baby boomers, etc.).
Match Personas to Core Facebook Targeting Parameters
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@john_a_lee
Facebook #2
• Put big data to use in your Facebook campaigns.
• Data from Acxiom, Datalogix and Epsilon.
• Exciting opportunities to match persona research to Facebook targeting.– Job roles, purchase activity,
financial status, business types, occupation, etc.
Partner Categories
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
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Facebook Partner Categories
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
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Facebook #3
• Upload email addresses or phone numbers; create custom lists of Facebook users to target.– Secondary use for purchased
lead lists.– Align with lead nurturing and
email drip campaigns.– Target even more Facebook
users with lookalike audiences!
Custom Audiences
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
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Custom AudienceCreate Similar Audience (“lookalike audience”)
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
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Facebook #4
• Use of an external landing page limits ad placement to right-hand column on desktops.
• Test sending traffic to Facebook pages to expand targeting to mobile and newsfeed placements.
Test Landing Page and Ad Placement
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@john_a_lee
Facebook Ad Placements
Image source: Techcrunch
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
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Facebook #5
• FBX remarketing is run through DSPs or services like AdRoll.*
• Delivers ads to previous website visitors.
• Segment remarketing audiences by service, website activity, etc.
• Align with lead nurturing campaigns.
Facebook Exchange (FBX) & Remarketing
* Facebook is preparing to offer their own alternative remarketing service within the Facebook Ads platform.
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@john_a_lee
Integrate Facebook with Lead Nurturing Campaigns
Custom Audiences
Create custom audience and serve ads with messages based on current lead nurture stage.
Email Blast
Distribute lead nurture email blast as usual.
FBX Remarketing
Create remarketing list of visitors who hit lead nurture landing page. Ads act as reminder for those yet to convert.
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@john_a_lee
LINKEDIN ADS5 TIPS FOR LEAD GENERATION
B2B Social Advertising: Amplify Your Lead Generation
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@john_a_lee
LinkedIN #1
• While Facebook has similar feature, LinkedIN allows you to limit updates distribution.– Allows for “clean” (er) data.
• Organic nature of sponsored updates and newsfeed placement increases click-through-rate and engagement.
Sponsored Updates
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
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Sponsored UpdateNewsfeed Ad Placement
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
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LinkedIN #2
• LinkedIN Ads campaign set up lends itself to “messy” organization.
• Isolate audience characteristics (targeting parameters) into unique campaigns:– Companies (industry,
company name)– Job title (job title, function)– Groups
Isolate Targeting Parameters
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
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LinkedIN #3
• Create a list of ideal and/or desired prospects.
• Create campaigns that target employees of these companies.– Write ads that explain how
your service benefits their business specifically.
Target Ideal or Desired Prospects
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@john_a_lee
LinkedIN #4
• Test the Lead Collection feature.
• Users can contact you directly via LinkedIN.– Keeping users engaged
without leaving LinkedIN can increase click-through-rate and conversion rate.
• Negative drawback: you are forced to respond to these leads within LinkedIN as well.
LinkedIN Lead Collection
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@john_a_lee
LinkedIN Lead Collection
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
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LinkedIN #5
• LinkedIN has a minimum click-through-rate threshold around 0.025%.
• Ads that fall below this threshold will fall out of rotation.
• All social channels have issues with ad degradation, but not always as marked as with LinkedIN.
• Always be testing to improve click-through-rate and stay above 0.025%.
Beware the CTR Threshold
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@john_a_lee
TWITTER ADS5 TIPS FOR LEAD GENERATION
B2B Social Advertising: Amplify Your Lead Generation
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@john_a_lee
Twitter Ads #1
• Target Twitter users similar to your followers.
• Research competitor and/or thought leader Twitter @handles.– Target users similar to their
followers.• Effectively a built-in lookalike
audience.• Report on @handles like
keywords and exclude as necessary.
Promoted Tweets for Followers
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
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Add @usernames and Import in Bulk
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
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Twitter Ads #2
• Obtain lead information within the Twitter timeline.– Sign ups, offers, email
subscriptions, free trials.• Download lead data via
CSV.• Sync with CRM software via
APIs.
Lead Generation Cards
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@john_a_lee
Twitter Lead Generation Card*Image courtesy of the Twitter blog.
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
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Twitter Ads #3
• No, it isn’t the Twilight Zone. Twitter Ads allows you to target keywords with broad, phrase and exact match types.
• Target keywords in Twitter search.
• Target keywords in Twitter timelines.– A contextual match, though
match types focus relevancy.
Keywords with Match Types!
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@john_a_lee
Twitter Ads #4
• Like most social media, Twitter is a multi-device medium.
• Twitter’s mobile usage is higher then either Facebook or LinkedIN.*– >60% compared to >50%, >40%
respectively• Target mobile devices in
isolated campaigns to control eCPC and report on mobile vs. desktop conversion rates independently.
Isolate Mobile Targeting
* Data:• Twitter:
http://marketingland.com/twitter-60-percent-of-users-access-via-mobile-13626
• Facebook: http://www.techradar.com/us/news/internet/facebook-mobile-usage-outstrips-web-for-first-time-ever-1128489
• LinkedIN: http://www.strategyanalytics.com/default.aspx?mod=reportabstractviewer&a0=8933
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@john_a_lee
Twitter Ads #5
• URL shortening services keep you under 140 characters.
• Test if there is a difference in ad click-through-rate between bit.ly, t.co or ow.ly.
• Test customized shortened URLs for keyword-targeted campaigns. – Keyword-specific URLs will
improve relevancy and potentially increase click-through-rate.
Test URL Shortening Strategies
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
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Customize Shortened URLs
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
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YOUTUBE VIDEO ADS5 TIPS FOR LEAD GENERATION
B2B Social Advertising: Amplify Your Lead Generation
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@john_a_lee
YouTube Video Ads #1
• InStream is the only ad unit that pushes viewers directly to the landing page of your choice.
• Create succinct, call-to-action focused videos at 15-30 seconds in length.
• Targeting functions much like Google Display Network. As such, base targeting on personas:– Interest categories– Topics– Contextual keywords– Remarketing
Focus Time & Budget on InStream Ads
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@john_a_lee
YouTube Video Ads #2
• InSearch and InDisplay ad units send traffic to either your Channel or Watch page on YouTube.– Chosen when creating the ad.
• This is not a “typical ad.”– You do not get to send visitors
directly to a lead gen landing page. – The advertising goal is the act of
watching a video.• Optimize Channel and Watch
pages to emphasize your calls-to-action in descriptions.
Optimize Channel and Watch Pages
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@john_a_lee
InSearch and InDisplay Point to Channel or Watch Page
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
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YouTube Video Ads #3
• Get clicks to your website anyways!
• Create CTA Overlays.– Includes a thumbnail image
and text ad with your video.– You choose the landing page.
• CTA Overlay is associated with the video – NOT a campaign.– Organic and paid YouTube
traffic can click this ad.
Call-to-Action (CTA) Overlay
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
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Call-to-Action Overlay
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
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YouTube Video Ads #4
• Link YouTube Channel to Google AdWords.– Automatically creates remarketing lists
based on users who watched your YouTube content.
– Gain access to remarketing lists in AdWords Shared Library.
• Create video ad campaigns that target custom combinations of YouTube and/or AdWords audiences.
• Exclude visitors who have previously converted or taken another action on YouTube or your website.
• Align with lead nurturing campaigns.
YouTube Remarketing
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@john_a_lee
YouTube Video Ads #5
• Piggy back on your YouTube and AdWords remarketing lists.
• Create Similar Audiences based of these lists.– Target video ads to countless
individuals who have not yet engaged with you on YouTube or your website via another channel.
Similar Audiences
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@john_a_lee
Bonus! The Social Ads “Back Door”
• Target social media websites via Google Display Network.
• YouTube is a well known placement on GDN.
• Facebook and LinkedIN use the GDN to backfill unused ad inventory.– Placement target
linkedin.com, facebook.com and layer with contextual keywords.
Chicago | November 4–7, 2013 | #SESCHI | @SESConf
@john_a_lee
Thanks!
Have [email protected]
@john_a_lee