Crafting Paid Social Strategies That Capture & Convert Audiences

JD Prater– Head of Social Media at Hanapin

Marketing– Conference Speaker– Blogger – Cyclist– @jdprater

Our Road Map1. Meeting and Engaging with Your Audience

2. Crafting Multi-Channel Social Ads to Target and Capture the Full Funnel

3. Measuring the Results of Multi-Channel Social Media Marketing

Meeting and Engaging with Your

Audience

Do You Believe in Love at First Sight?

Your Audience Doesn’t!

Source: Smart Insights

Yet Our Marketing Campaigns Do?

• It’s how we set up them• It’s how we measure them• It’s how we report on them

Most Social Campaigns Look Like This

What would happen if we treated our social media

strategy like a relationship?

Step #1Who am I?

???

Step #2Who do you want to attract?

How well do you know your audience?

• Have you created personas?• Mapped out the buyer’s journey?• Is your content aligned?• Do you use social media?• Are you engaging? Relevant?

Look At Who You’re Attracting

Step #3Where do they hang out?

Leading social media websites in the United States in May 2016, based on share of visits

Source: Statista

Source: CMI, 2016 B2B Content Marketing Trends

Step #4How do you appeal to people?

What’s Your Offer And Why Should I Care?

Step #1 – Who am I?

Step #2 – Who do you want to attract?

Step #3 – Where do they hang out?

Step #4 – How do you appeal to people?

Recap

Crafting Multi-Channel Social Ads

that Target and Capture the Full

Funnel

Let’s Craft A Relationship Funnel

Knapp’s 10 Stages of a Relationship (1978)

Buyer’s Journey In Reality

Awareness – Say HiGoalFirst Impressions Are Everything. Establish That You Exist.

TargetingExperiment with Various Social Networks + Layered Interest Targeting + LAL

Value ExchangeYou Deliver Relevant Content in Exchange for Your Audience’s Attention

MeasurementFollowers, CTR, CPC, CPV,

Consideration– Dating (Bachelor Style)GoalGenerate Engagement With Your Target Audience and Address Concerns/Barriers

TargetingRetarget Select Audience + Right Platform + LAL

Value ExchangeYou’ve Earned Permission to Interrupt & In Return Your Audience Sees Relevant Info

MeasurementShares, Engagement, CTR, Cost per Action

Decision – CommitmentGoalAsk our Target Audience to Make A Commitment

TargetingVery Specific Audience + Specific Network

Value ExchangeYou’ve the Earned their Permission to Ask & Your Audience Now Has Something They Didn’t Have Before

MeasurementCost per Acquisition

Adoption – Date Nights GoalDelight Your Customers To Keep the Spark Alive

TargetingPrevious Customers + Their Preferred Platform

Value ExchangeYou’ve the Earned their & Your Audience Now Can Stay Informed With Your Brand

MeasurementBrand Affinity, Positive Sentiment, Engagement, CPC, Cost per Action

Advocacy – Your DefenderGoalInspire Audience to be Your Advocate and Driving Force Behind Your Word-of-Mouth Marketing.

TargetingPrevious Customers

Value ExchangeYou’ve Earned Repeat Business & Customer Loyalty and Your Audience Connects on a Deeper Level with Your Brand

MeasurementReferrals, Loyalty Programs, Brand Affinity,

Relationship FlowAwareness

Education/Consideration

Consideration/Decision

Decision

Adoption

Advocacy

B2C Social Platforms

B2B Social Platforms

Measuring the Results of Multi-Channel Social

Marketing

Which one of these moments gets the credit?

Buyer’s Journey In Reality

Measuring the Multi-Channel Funnel

Source: Think With Google

Measuring the Multi-Device Funnel

Measuring Social Media Success

“If a significant percent of your conversions have a greater than one

path length, you have an attribution problem.”

~ Avinash Kaushik

The Problem With Last Click Attribution

Review Your Assisted Conversions

Source: Portent (https://www.portent.com/blog/analytics/rip-last-click-attribution.htm)

Lead Gen - Time Decay Attribution

Source: Portent (https://www.portent.com/blog/analytics/rip-last-click-attribution.htm)

eCommerce - Position Based Attribution

ROI ≠ Revenue

ROI = Awareness

ROI = Followers

ROI = Emails

ROI = Leads

ROI = Sales

ROI = Cross-sells

ROI = Upsells

ROI = Retention

ROI = Loyalty

THANK YOU!@jdprater