facebook & instagram advertising audience + conversion series - day 2

Copyright 2017 - Q4 Amazon Virtual Summit

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Facebook & Instagram Advertising Audience + Conversion Series

Day 1Strategies To Lower Facebook Ad Cost & Improve Conversions

Day 2Next-level Methods To Finding & Reaching Your Target Audience Across Facebook & Instagram

2-Day Series Details

● Session Recording + Slides Will Be Sent Out

● Handouts in the right-hand section

● Submit Questions to Our Panelists

Today’s Logistics

Overview

Founded in 2007

Google Premier Partner

400+ Active Retail Clients

Top 50 Fastest Growing Company San Diego

D E L I V E R I N G L A S T I N G

R E S U L T S F O R O U R C L I E N T S

Solutions

Retail-focused PPC & Shopping

Amazon Sales Acceleration

Facebook Performance Marketing

Creative Services

About CPC Strategy

Who We Work With

8

Lucy Hitz Marketing Communications,

Simply Measured, a Sprout Social Company

Today’s Speaker

Today’s Agenda

● How to put together an audience-aligned

Instagram and Facebook strategy…

step by step

● New approaches for finding and

engaging your target audience on

Facebook and Instagram

● How to use listening and Instagram Stories

to identify, learn about, and target

likely buyers

Research

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Create an Audience-Aligned Instagram & Facebook Strategy

Copyright 2017 - Q4 Amazon Virtual Summit

Step 1: It’s Persona Time

Define Your Target Audience

● Challenging your own assumptions

= more effective, innovative

campaigns

● It WILL make your life easier.

Promise. This is your foundation.

● It’s an iterative process.

#SorryNotSorry

Don’t Reinvent the Wheel.

Copyright 2017 - Q4 Amazon Virtual Summit

Read the Room First.

● Use a listening solution to

understand the FULL conversation

on Instagram, Facebook, and

beyond...not just around your

brand.

● What does the conversation look

like around your brand, industry

and target topics on social today?

● Example:

○ General Topic: Yoga

○ Your Brand: Yoga Pants Inc.

○ Specific Brand Offering:

Coolest Yoga Pants Ever

Personas + Social Data = 💖

Copyright 2017 - Q4 Amazon Virtual Summit

Step 2: Identify Behavior

Define Key Themes

● Understand persona interests

across different industries beyond

your own brand

● Uncover common @mentions,

hashtags or events among your

personas

● Pair like-minded brands with your

own brand audience, understand

your share-of-voice baseline, and

set accurate goals

Which Other Brands Align with Your Audience?

And Back to Our Personas...

Copyright 2017 - Q4 Amazon Virtual Summit

Step 3: Identify Influencers

Ask Yourself...

● Is there a possible

partnership with

influencers to leverage

their existing audience?

● With non-competitive

brands with similar

audience?

● Who does my audience

also follow?

Leverage Influencers

Copyright 2017 - Q4 Amazon Virtual Summit

Step 4: Set Goals

Ask Yourself...

● What do you need Instagram and

Facebook to do for your business?

● Based on the research you’ve

done, what is a realistic but

aggressive goal for each persona?

● What is a realistic but aggressive

total goal for all personas/persona

strategies?

Copyright 2017 - Q4 Amazon Virtual Summit

Copyright 2017 - Q4 Amazon Virtual Summit

Copyright 2017 - Q4 Amazon Virtual Summit

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STACK TEXT ROW 1STACK TEXT ROW 2The Latest Approaches

A Notification Story

Facebook Groups

Copyright 2017 - Q4 Amazon Virtual Summit

Invite to Like

Some Guidelines...

● Don’t use this tactic unless you

have a lot of strong content on

your Faceook page

● Leverage influencers big and

small, as well as your personal

network

● Complement with paid

Events: Offline Connection Required

Saved: On Instagram & Facebook

Paid Strategy #1: Simple Nurture Funnel

Step 1: Invest in video

Step 2: Create a post engagement campaign targeting your ideal customer to create initial connection. Monitor and optimize campaign until it reaches 3K views.

Step 3: Create a traffic or conversion campaign targeting those who viewed at least 25% of your video. Visitors who exposed to your messages previously are 3-5 times more likely to conver than cold traffic.

Paid Strategy #2: Give Clear Directions

Paid Strategy #3: Upload Your List

Instagram: Leverage Hashtags

Instagram Stories: What Are They?

Instagram Stories are a feature of the Instagram platform, allowing users and brands to post photo + video content that disappears within 24 hours.

- Flexible and timely- Allows for quick updates- Keeps your brand top-of-mind (and top of feed)- Drive traffic to your website (for business profiles)

Instagram Stories: The Facts

● More than 25 millionInstagram Business accounts produce Instagram Stories

● One in five organic Stories from businesses gets a direct message

● More than half of Instagram’s 500 million daily active users are on Stories.

● Daily use surpasses Snapchat

Instagram Stories: Creative Tools

Instagram Stories: Share Feedback

Instagram Stories: Create an Experience

Instagram Stories: How To

Instagram Stories Highlights

Instagram Stories still disappear

within 24 hours but highlighting

allows you to archive and feature

stories indefinitely on your

Instagram profile.

● Save your content

● Create focus areas

● Manage customer requests

Instagram Ads

Save Time Day-to-Day

● Post with precision with Sprout’s scheduler, Queue and Instagram scheduling tools...including Viral Post

● Store, edit and publish multimedia content with an image editor and Asset Library

● Increase team efficiency with user-based permissions to review and approve posts.

Defining and Redefining Success Metrics

● Traditional: Likes, Comments, Mentions

● New Hot Metrics on the Block: Saves, Impressions, Tap-backs,

Tap-forwards, Story Replies, Exits

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STACK TEXT ROW 1STACK TEXT ROW 2Measurement!

Content Labeling: Secret Weapon 🚨

Copyright 2017 - Q4 Amazon Virtual Summit

What Describes Your Campaign?

Define Your Target Audience

● #Hashtag

● Event Name

● Phrase

● Content Topic/Themes

● Timeframe

● Persona

● Influencer

Understand the Differences

#MatchMadeAtTJsContest

34%

Get Quick Metrics & Stay Organized

Identify Your Most Successful Campaigns

Influencer Program Management

Like we said earlier, content labeling will make managing your influencer

program MUCH easier.

● Keep track of what your influencers are posting and what engagement they are driving on a

regular basis—not just when the campaign or partnership is coming to a close

● Get a feel for the type of content your influencers are posting and how you can better align your

social strategies

● Measure your brand content performance vs. your influencers’ performance

Listening: Measure Awareness & Conversation

Instagram Stories: Measure & Optimize

Today’s Recap

● Research, execute, measure...then restart

● It all begins with people/personas

● Use non-paid content, content labeling, and

listening for signals to inform paid content

● Build the community, then the conversions

● The only thing constant is change

Lucy Hitz Marketing Communications,

Simply Measured, a Sprout Social Company

Questions For Today’s Speaker?