show me the roi : how to succeed with social ads for any business
TRANSCRIPT
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
Likeable Hub Site
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#NYExpo @NicoleKroese
TWEET: @NicoleKroeseEMAIL: [email protected] FACEBOOK/LINKEDIN: /NicoleKroese
Likeable Local: TWEET: @LikeableLocalEMAIL: [email protected] FACEBOOK/LINKEDIN: /LikeableLocal