better lead generation: how targeting personas through search and social attains the best leads
TRANSCRIPT
Better Lead Generation: How Targeting Personas through Search
and Social Attains the Best Leads
Janet Driscoll MillerPresident and CEO, Search Mojo
Agenda
• The Keyword Search Challenge• Social Media Advertising• Combining It Together• Form Improvements via Social
• 14 years in search marketing
• President and CEO of Search Mojo
• Online Marketing Summit, SMX, Pubcon and others
• Search Insider and other blogs
About Me
The Keyword Search Challenge
B2B Niche Searches
• Most are low search traffic for very small target demographics
• B2B tends to have low search volume– The higher the price of the B2B product or service the
smaller the target audience
In B2B it’s more important to get a small targeted group…
… than a massive untargeted audience
Keyword Demographics
• Sometimes keywords have demographic overlaps between consumer and business searches
• “Battery Testing” has 320 Google Searches a month
• Consumers seeking information on testing their car batteries and small batteries
• Other B2B/Consumer Battery Testing – laptop batteries
• Hybrid/Electric Car Battery Testing
Consumers
B2B
B2B Niche
Keyword Demographics
• Our client sells “Social Media Management Software”
– Enterprise level product: 12 months/$100,000 commitment
• These 2 people both search for “Social Media
Management Software”
Lives in parent’s basement. Has a band with a Facebook Page and Twitter Account.
Chief Marketing Officer of Xerox
Social Media Advertising
Why Social?
• Offers what search often lacks– High level of demographic targeting
Facebook LinkedInLikes Industry
Gender Gender
Status Update Title and/or Function
Geographic Region Geographic Region
School Company Size
Age Seniority Level
• 46.1% increase in ad growth*• Revenue estimated at 226 million*
*eMarketer
LinkedIn Marketing Solution
• Display and social ads
• Dedicated LinkedIn account manager
• Minimum spend = $25,000/3 months
• Guaranteed inventory and delivery
• Cost per impression (CPM)
• As low as $25 CPL
Display/Social Ads
Self-Serve Ads
• Text Ads with Small Image• No Minimum Spend• Cost per Impression OR
Cost per Click• As low as $13 CPL
Self-Serve Text Ads
Targeting
Search LinkedIn Suggest
• Search Alpha patterns [keyword] a, [keyword] b, [keyword] c, etc. to find new job titles and groups
Look at Recommended Similar Titles
Setting Up an Ad Campaign
• Headline: 25 characters
• Body: 75 characters
• Image: 50x50 pixels
Lead Collection
• People who click your ads have the option to request contact
• Notified by email of request for more info
Challenges
• Text Ads need to be rotated frequently • Display and Social ads need to be planned
very far in advance for LinkedIn Account Manager– Your niche may be “too niche” for
guaranteed delivery
• Consider testing offers– Limited time offers seem to drive more clicks
• Over 800 million active Facebook users• Expected 2012 revenue from ads:
$5.74 billion
*eMarketer
Types of Ads
• Social Ads– Ads that point to a location in Facebook– Includes “Sponsored Story” ads
• Non-social Ads– Ads that point to a location outside of
• For either: pay by impression or by click
Social Ad Non-Social Ad
Incredibly Specific Targeting
Incredibly Specific Targeting
Incredibly Specific Targeting
Incredibly Specific Targeting
Targeting Tips
• Consider similar interests– Example: moms with small kids
• Brands they may like:– Gymboree– Little Gym– Fisher-Price
– Example: people who want “green” products• Brands they may like:
– Whole Foods
• Other “likes”:– Organic food– Organic gardening– Recycling
Challenges
• It’s not Google AdWords.• Often low CTR.
– Don’t expect what you get in search ads.
• Social ads often outperform non-social ads.– Remember your goals!
Combining It All Together
Form Improvements
Shorter Forms = Higher Conversion
Source: Marketo
Shorter Forms = Higher Conversion
• Reduced 9 form fields to only 3
Landing Page Conversion
Long Checkout 0.26%
Short Checkout 1.04%
Increase 300%
Source: Marketing Experiments
Problems with Self-Submitted Data
Solution: Social Login
• Use Facebook or LinkedIn as a login option using OpenGraph protocol
• Benefits:– Fast signup– Likely leads to higher conversion– Learn additional information (demographics)– Spam reduction
Implementing Social Login on Forms
• Marketing automation tools• Third-party tool (Gigya)• API
https://developer.linkedin.com/documents/sign-linkedinhttps://developer.linkedin.com/documents/profile-fields
Social Login
5%used
social login
Retargeting to Social Ad Respondents
What Is Retargeting?
• Form of display advertising• Available through Google as
“Remarketing”• Serves ads to previous visitors
– Landing page or website visitors– Allows us to “recycle” those clicks that do not
immediately convert
What Is Retargeting?
Google AdWords
retargeting cookie
added to user
User visits a web page
Google Retargeting ads
show to user over many sites
Google Retargeting ads focused on dogs
show to user
User Responds to Offer (Fills out form)
User Does Not Respond to Offer
(Doesn’t fill out form)
User clicks on social ad
Mark person as dog lover
Ad targeted towards dog lovers
Landing page, focused on dog products
Social w/Retargeting
User clicks on social ad
Mark person as dog lover
Ad targeted towards dog lovers
Landing page, focused on dog products
Using cookies with social ads
User Does Not Respond
to Offer (Doesn’t fill out form)
Nurture Personas
Google Retargeting ads focused
on dogs show to user
Nurture with dog-related emails,
landing pages and messages
User Responds to Offer (Fills out form)
Person marked as dog lover
Key Takeaways
• Social provides demographic data that search often cannot.
• Social ad targeting can be very specific.• Social login helps gain more data and
leads to higher quality signups.• Harnessing this social data leads to more
effective retargeting ads.
Contact Information
• Janet Driscoll Miller• [email protected]• 800-939-5938 x101
• LinkedIn: www.linkedin.com/in/janetdriscollmiller
• Twitter: @janetdmiller• Facebook: www.facebook.com/SearchMojo• Google+: Janet Driscoll Miller
www.onlinemarketinginstitute.org
Thank You