maximizing twitter and facebook ads for lead gen, engagement & roi - #sesnyc
DESCRIPTION
With more than 1 billion users on Facebook alone, brands are constantly on the lookout for better ways to reach their customers via Facebook and Twitter. This deep dive session will show attendees how they can optimize their Twitter and Facebook Ads spent for lead generation and customer acquisition.TRANSCRIPT
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Page 1√ #SESNY | @Jenerationy
New York| March 25–28, 2013 | #SESNY
Maximizing Twitter Ads for Lead Gen, Engagement & ROI
Jennifer WongMarketing, HasOffers
[email protected]@Jenerationy
#SESNYNew York | March 25–28
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Page 2√ #SESNY | @Jenerationy
New York| March 25–28, 2013 | #SESNY
TRAFFIC
Website Leads
Offline LeadsPurchased Leads
OutboundInbound Where Do Leads Come From?
Core Website
Directories
Blog
Mentions, links, referralsPPC
Press coverage
Search Engines
Paid directories
Social Media
Retargeting
Viral content
Referrals
Events
Purchased lists3rd Party Lead Vendors
CRM
Display
Social Ads
Content Syndication
Webinars
Affiliates
LANDING PAGES
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Page 3√ #SESNY | @Jenerationy
New York| March 25–28, 2013 | #SESNY
The Two Types of Social Media
ORGANIC• Grow your community• Resource intense: time• Longer time to see
results• More trustworthy• High quality
PAID• Optimize your budget• Resource intense:
time and money• Immediate results • Greater reach• Targeted placement
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Page 4√ #SESNY | @Jenerationy
New York| March 25–28, 2013 | #SESNY
Fans, Friends, Followers are NOT
Leads
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Page 5√ #SESNY | @Jenerationy
New York| March 25–28, 2013 | #SESNY
Know Your Target Audience…On TwitterTarget Audience
Pain Point
Solution
Search Queries
Hashtags
Call-to-Action
Small size company owner in North America looking for a marketing software for their business
Need to drive more demand, need to streamline reporting, need more granular tracking capabilities
Content includes overview, description, review and testimonial, as well as demo or trial
Marketing software, how to drive more leads, how to acquire more customers
#inbound, #content, #onlinemktg
Free trial, purchase now, compare products, download whitepaper
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New York| March 25–28, 2013 | #SESNY
Promoted Account
Shown in the Who to follow section – first position
Charged on a cost per follower (CPF) basis
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New York| March 25–28, 2013 | #SESNY
Promoted Account
Build your follower base by targeting users with particular interests and influencers of specific interests.
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New York| March 25–28, 2013 | #SESNY
Promoted Account – The Set Up
Target interests that align with your content/product/service
Target users that are influential about your product/service
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New York| March 25–28, 2013 | #SESNY
Promoted Account
“Include users like my followers” - If you have a
followers base that is on target, check this box.
- If you don’t have the right audience, don’t check this box.
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New York| March 25–28, 2013 | #SESNY
Promoted Account
Specify what geographic locations are important.
Where do you do business?
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New York| March 25–28, 2013 | #SESNY
Promoted Account
Is your product/service gender bias or neutral?
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New York| March 25–28, 2013 | #SESNY
Promoted Account
Check your projected reach based on your targeting settings and bid
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New York| March 25–28, 2013 | #SESNY
KILLER OFFER
Download the
Study
Sign up for
newsletter
KILLER OFFER
Fill out the
Survey
Click for a Promo Code
NEXT OFFER
Sign up for our
Webinar
Purchase Now
FUTURE OFFERS
Request a Demo
Enter Sweepstakes
KILLER OFFER
LANDING PAGE
THANK YOU PAGE
THANK YOU EMAIL
EMAIL TEMPLATE FOR SALES
Plan, Set Up, and Execute Campaigns
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New York| March 25–28, 2013 | #SESNY
Types of Offers
• Premium content • Special assessment• Discount code• Sample• Webinars• Events• Exclusive deals• Preview access
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New York| March 25–28, 2013 | #SESNY
Creating Offers• Use search keywords
in your copy• Placement of link • Use relevant hashtags• Ask a question• Present a solution• Address their pain
points• Include a picture or
video• Promote gated
content
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New York| March 25–28, 2013 | #SESNY
Good vs. Bad Offers
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New York| March 25–28, 2013 | #SESNY
Killer Offers Need Killer Landing Pages
13.9% 7.9%
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New York| March 25–28, 2013 | #SESNY
Campaigns
There are three types of campaigns you can run:• Promoted Tweets in search• Promoted Tweets in timelines• Promoted Trends
For each campaign learn:• What is it• When is it best to use• How to set it up• Best practice for targeting
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New York| March 25–28, 2013 | #SESNY
Promoted Tweets in Search
Use Promoted Tweets in Search to reach an audience interested in a specific topic
Promoted Tweets are ordinary Tweets that show up at the top of relevant search
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New York| March 25–28, 2013 | #SESNY
Promoted Tweets in Search – The Set UpSelect keywords that are relevant to your offer
Put them in quotations if you want exact match, you can target @usernames as keywords
Check which organic search terms are driving the highest quality visitors to your site and to determine your targeting criteria
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New York| March 25–28, 2013 | #SESNY
Promoted Tweets in Search
Specify what geographic locations are important.
Where do you do business?
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New York| March 25–28, 2013 | #SESNY
Promoted Tweets in Search
Choose which devices to display on
If you care about form completions choose desktop only so you don’t waste money on non conversions*
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New York| March 25–28, 2013 | #SESNY
*Device Targeting Experiment• Promoted Tweets in Timeline• 24 hour
Campaign spend
Cost per Engagement
Engagement rate
Impression Count
Engagement # of Leads Cost per Lead
Targeting iOS &
Android
$640 $1.09 .85 69575 589 30 $21
Targeting Desktop
$245 $1.49 .49 33590 165 15 $16
Higher engagements and impressions when target iO & Android devices
Lower cost per lead when targeting Desktop
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Page 24√ #SESNY | @Jenerationy
New York| March 25–28, 2013 | #SESNY
Promoted Tweets in Search
Is your offer gender bias or neutral?
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New York| March 25–28, 2013 | #SESNY
Promoted Tweets in Search
Choose your conversion optimized tweet with the content that aligns to the search terms
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New York| March 25–28, 2013 | #SESNY
Promoted Tweets in Timelines
Use Promoted Tweets in Timelines to reach followers who might have missed your organic Tweets and/or users who share similar interests with your followers.
Promoting Tweets to targeting users in their timeline, at scale.
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New York| March 25–28, 2013 | #SESNY
Promoted Tweets in Timelines – The Set UpSelect keywords that are relevant to your offer
You can target @usernames as interests
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New York| March 25–28, 2013 | #SESNY
Promoted Tweets in Timelines
Include followers?Include users like your followers?*
Control Net New Leads vs. Total Responses
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New York| March 25–28, 2013 | #SESNY
*Followers Targeting Experiment• Promoted Tweets in Timeline• 24 hour
Campaign spend
Cost per Engagement
Engagement rate
# of Leads Cost per Lead
# of Net New Leads
Cost per New Lead
Targeting Followers
only
$830 $.76 .93 72 $11.52 52 $15.96
Targeting Users like followers
only
$745 $.83 .56 65 $11.46 57 $13.07
Targeting users like followers only resulted in more net new leads versus known contacts
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New York| March 25–28, 2013 | #SESNY
Promoted Tweets in Timelines
Pick specific locations where you do business
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Page 31√ #SESNY | @Jenerationy
New York| March 25–28, 2013 | #SESNY
Promoted Tweets in Timelines
Choose which devices to display on
If you care about form completions choose desktop only so you don’t waste money on non conversions
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Page 32√ #SESNY | @Jenerationy
New York| March 25–28, 2013 | #SESNY
Promoted Tweets in Timelines
Is your offer gender bias or neutral?
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New York| March 25–28, 2013 | #SESNY
Promoted Tweets in Timelines
Manual vs. Most recent Tweet
For lead gen – always choose your own
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New York| March 25–28, 2013 | #SESNY
*Photo vs. No Photo Experiment
A linked photo results in 120 percent increase in engagement and 350 percent increase in clicks for a tweet.
Takeaways:- Include a call to action- Make it relevant- Use a URL shortner that is compatible
with Twitter- Make the photo equal 1000 words- Make it interesting
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New York| March 25–28, 2013 | #SESNY
Promoted Trends
With Promoted Trends, users see time-, context-, and event-sensitive trends promoted by advertisers "Promoted."
Paid Promoted Trends appear at the top of the Trending Topics list on Twitter and are clearly marked as "Promoted."
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New York| March 25–28, 2013 | #SESNY
Reporting Success
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New York| March 25–28, 2013 | #SESNY
Reporting Success – Earned Media
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New York| March 25–28, 2013 | #SESNY
Reporting Success – ROI
Lead Profile 683 leads 150 Agencies (22%), 536 Non Agency (78%) 88 Title contains ‘marketing’ or ‘digital’ (13%) 66 Bad Information (10%), 70 out of scope (10%)
Opportunities Profileo 15 Agency – 68%o 7 Non Agency – 31%
Stageo (2) at 100%, (4) at 80%, (7) at 25%, (3) at 20%, (21) at 10%, (3) at 0% o Offers that contributed to opps: Build Your SEO Campaign in 15 Min (12), Build a Social Media
Campaign (13), Link Building (1), 5 Ways to Grow Your Agency Business (4), Site Redesign Guide (4), T4B Guide (1), organic (1)
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New York| March 25–28, 2013 | #SESNY
Strategy Goals and baseline metrics Content plan Frequency Set and manage budget Track everything – but focus
on the metrics that matter Test, test, test Social nurturing
Checklist for Managing Campaigns
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New York| March 25–28, 2013 | #SESNY
How to Get Started
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New York| March 25–28, 2013 | #SESNY
• The 5 Step Plan to Start Driving Leads from Social Media
• Using Twitter to Increase Reach and Engagement During a Webinar
• Brand Your Twitter Profile to Increase Engagement• Promoted Tweets: Is a Picture Worth 350% More Clicks
?
Additional Resources: Maximizing Twitter for Lead Generation, Engagement & ROI
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JENNIFER WONGMARKETING, HASOFFERS
[email protected] @JENERATIONY /JENERATIONY
Maximizing Twitter Ads for Lead Gen, Engagement & ROI
New York| March 25–28, 2013 | #SESNY