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Social Advertising
Marketing Communications Strategies and Tactics
November 18, 2015
Agenda
• Is advertising on social media a good fit for my
business?
• How does social advertising work?
• What are the targeting methods?
• Are there ways to track results and optimize my
campaigns?
Introduction
• Social media advertising has become a critical
component for businesses that want to grow
• Harvard Business Review states that 79% of companies
surveyed are using or planning on using social media
– 58% are currently using
– 21% are preparing to use
• This likely includes your competitors
B2B Trends
What are your top three priorities for digital marketing in
2015?
• Content Marketing – 68%
• Social Media Marketing – 45%
• Brand and Website – 36%
Source: Forrester/DMN
B2B Trends
Top Social Media Channels B2B Marketers Are Using
• LinkedIn – 94%
• Twitter – 88%
• Facebook – 84%
Effectiveness Ratings
• LinkedIn – 63%
• Twitter – 55%
• Facebook – 48%
Source: Content Marketing Institute
Why it’s a good idea for you
• People spending more time online on mobile devices
than desktops = checking social media multiple times a
day
• Set your own budget
• Advanced targeting
• See what’s happening in real-time
Exercise – 10 Minutes
• What is your primary goal?
– Drive website traffic
– Build brand recognition
– Gain followers on social media
– Generate leads
• Who is your ideal target audience?
– Where do they live?
– What do they do?
– What are their interests?
“LinkedIn Ads should be considered an essential
tool for any B2B marketer.”
- Intelliworks (22% of their qualified leads came
from LinkedIn)
Pro
• World’s largest base of
active business
professionals (300+ million)
• Highly qualified traffic
Con
• Low click-through rates on
average
• Can be more expensive
than other social media
How To Advertise on LinkedIn
• Sign into your account and click
on “Advertise” under Business
Services
• Choose sponsored updates or
text ads
How To Advertise on LinkedIn
• Name the campaign and create ad variations to see
what messages work best
• Ads with images stand out – they typically get 20% more
clicks
LinkedIn Targeting
• Choose your target audience for the campaign
LinkedIn Budget
• CPC if you want to drive website traffic
• CPM if branding is your goal
LinkedIn Metrics
LinkedIn Metrics
Businesses that can benefit from LinkedIn
• B2B
• Small businesses
“Promoted Tweets were far and away the winner in
terms of driving the most downloads at an
affordable cost.”
- BuzzStream
Pro
• Unique targeting options
• Many goal options – you only
pay if someone performs the
action you want
Con
• 140 characters to sell yourself
• Frequency of information =
clutter
How to Advertise on Twitter
• In your account, go to settings and select Twitter ads
• Create a new campaign by selecting a goal
How to Advertise on Twitter
• Name your campaign and select run dates
Twitter Targeting
• Location
• Language
• Gender
• Followers
• Interests
• Keywords
• Behaviors
• More!
Twitter Budget
• Set a daily maximum budget
• Option to set a total budget
How to Advertise on Twitter
• Compose a new tweet or use existing one
• Best Practices
– Include “follow us” in your Tweet
– Let the user know why they should follow you
– Don’t add extra links that can be distracting
Twitter Metrics
Businesses that can benefit from Twitter
• B2B
• Information/communication
“We were able to reach people in
market for a new vehicle on
Facebook prior to purchase.”
- Hyundai Motor America
• Largest audience – 1 billion+
users
• Advanced targeting options
• Cost effective
• Higher click-thru rates than
other social sites (on average)
• Frequent monitoring of
comments on your ads
• Limited ad copy
• Rules around images in your
ads
Pro Con
How to Advertise on Facebook
• Go to the Create Ads tool
• Select an Objective that best suits your goals
– Send people to your website
– Boost your post
– Promote your page
– Get installs of your app
– Raise attendance at event
– More!
• Enter your website URL and name your campaign
How to Advertise on Facebook
How to Advertise on Facebook
• Create your ads
– Single image or video OR a carousel with up to 5
images
– Connect campaign with your Facebook page in order
to advertise in the News Feed (recommended)
– Write ad copy
– Select a Call to Action (optional but recommended)
How to Advertise on Facebook
• Select where you want your ads to run
– Desktop newsfeed: Highest CTR and engagement
– Desktop right-hand column: Low performances but
lower price
– Mobile newsfeed: Great for engagement and mobile
apps
Facebook Metrics
Businesses that can benefit from Facebook
• Many different businesses can benefit from Facebook
advertising, especially those that can tap into the use of
images:
– Photography
– Retail/crafts
– Travel
– Food/Drink
Next Steps
• Decide on a budget for a test
• Consider doing a 3- to 4-week test on each site to see what works best for your business
• Refer to your goals and target audiences when setting up the campaign
• Don’t forget to try different ad variations to gauge response
• Monitor the campaign closely (especially for comments)
• Install Google Analytics on your site so you can see what happens once people get there
Questions?
Thank you!
Amy Dunkley – [email protected]
John Siddall – [email protected]
Alan Fogg – [email protected]