Download - 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
• S@llnewandlowcompe@@on• RecentlyrelaunchedadplaKorm• Strongfemaletarge@ng• Highengagement• Keyword&categoryfocused• Buildcontentforon-pageengagementorreasontoclick
CPCwebtrafficadsCPEengagementads
KATANA
Thank you!
@melonie
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