Facebook, Twitter & Other Content Promotion Strategies for 2017 & Beyond. Larry Kim, Internet Hungary 2017
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1 Facebook, Twitter & Other Content Promotion Strategies for 2017 & Beyond Larry Kim, Internet Hungary 2017
2 Today s Agenda: Unicorn Marketing! 1. Larry s Unicorn Theory of Marketing 3. Donkey & Unicorn Detection 5. My Favorite Facebook Advertising Hacks 2. Unicorns vs. Donkeys 4. The Unicorn Alert & Making Unicorn Babies
3 3 Random Facts About Larry
4 Slightly Obsessed With Unicorns Make PPC Magical Again!
5 Live in Harvard Square, Cambridge, MA
6 WordStream in 2008 vs
7 Working on a New Venture for the Last Few months!
8 Have a 3-year old Kid (#ppckid)
9 Part 1: Larry s Crazy Marketing Theory Today, 98% of marketing efforts go nowhere (and I think I know why!)
10 WordStream Blog Article Performance for Stories Published in 2016 I work hard on +300 blog last year but I only found 8 Unicorns. The Rest Were Donkeys! WHY?!
11 An Epidemic Failure to Understand What Exactly is Quality Content
12 They Make Arguments in Favor of Attributes Rather Than Outcomes
13 So Why does 98% of your If Quality Your Content is Campaigns So Great Why go is it Going Nowhere? Nowhere?
14 Facebook & Google Algorithms Have Dramatically Changed How Traffic is Distributed They are Rewarding Unicorns & Punishing Donkeys!
15 Traffic to the Top 10 Posts of the Month at Inc Magazine The Future of Content Marketing is Increasingly Winner-Take-All. Time to Adjust Content Strategy!
16 Number of Facebook Shares for the Top Articles of the Year for Inc.com in 2015 vs 2016 Visibility on Social Media is Increasingly Winner-Take-All!
17 New Strategy! Unicorn Marketing! Time to Align Definition of Quality with how Facebook & Google Algorithms (Paid & Organic) Work!
18 Part 2: Donkeys vs. Unicorns What s the difference? Hint: It s both RELATIVE & CROSS-CHANNEL!!
19 Post Engagement Rates for 129 Facebook Status Updates for a Random Customer Unicorn Social Updates are +10x More Engaging Than Donkey Posts
20 Typical Blog Traffic Distribution A Small Number of Stories (10%) Generate Most of the Traffic (+60%)
21 Unicorns (Your Top 3%) VS Viral Hits (Gangnam Style!)
22 Finding the Unicorns Among The Donkeys
23 The Key To AdWords Has Always Been About User Engagement (Quality Score)
24 Quality Score (Dramatically) affects your AdWords CPC You Save 10 Discounted by 50.0% 9 Discounted by 44.2% 8 Discounted by 37.5% 7 Discounted by 28.6% 6 Discounted by 16.7% 5 Google benchmark 4 Increased by 25.0% 3 Increased by 67.3% 2 Increased by 150.0% 1 Increased by 400.0% You Pay
25 Facebook & Twitter Ads: Higher Engagement Rate = (Much) Lower Cost Per Engagement 68% Engagement Rate Cost per engagement 37% 21% 7% $.005 $.02 $.03 $.08 1% $3.00
26 What About Organic Search? Do Click Through Rates Impact Rankings? (Spoiler Alert: YES!)
27 Organic Search Click Through Rate What s A Good Click Through Rate for Organic Search? (Spoiler Alert: It s in Flux) High CTR Listings Floating To Top Positions Low CTR Listings Sinking To Bottom of Page Organic Search Position
28 What About the Facebook Newsfeed Algo?
29 Larry s Greatly Simplified Facebook Newsfeed Algo* User Browses Feed Newsfeed algorithm displays something it thinks might be interesting to the user. Rats. Next Time I ll try different status update for this person and won t bother showing it to people like him/her. Did User Engage With Content? Great. Next Time I See Updates Like This, I ll show it on this users newsfeed and for others like him/her. *Note: Not Official Facebook Diagram.
30 What About Conversion Rates? Are They Related to Engagement Rates?
31 Higher CTRs = Higher Conversion Rates
32 CTR Picnic Pants* (inspired by Wil Reynolds!) Drones Vs. Drones Picnic Pants Conversion Rate
33 These Unicorns All Have High Engagement in Common! SEO Unicorn Paid/Organic Social Unicorn CRO Unicorn PPC Unicorn
34 PPC, SEO & Social Media Employ ML-Enabled Algos that Reward High Engagement Content with Greater Visibility. Engagement Rates (e.g. CTR) = Quality Metric of Unicorn Marketing!
35 Part 3. Donkey & Unicorn Detection
36 Donkey Denial Syndrome
37 Need an Objective Way to Discern Unicorns vs. Non-Unicorn Campaigns Spot The Unicorn
38 Larry s Donkey Detector Finds Unusually High User Engagement Rates!
39 Larry s Unicorn Detecting Pyramid Scheme 1. Produce and Audition Lots of Campaigns 2. Measure User Engagement Rates 3. Kill the Donkeys 4. Find The Unicorns and Sound the Unicorn Alert!
40 What s a Good Engagement Rate?
41 High Engagement Unicorns Low Engagement Donkeys What s the Difference? (Remember: It s Relative!)
42 My Top Subject Lines Last Quarter Subject Line Open Rate Can We Connect on Linkedin? 46.21% 44 Fabulous Tips for Facebook Advertising 30.25% Wake up and smell Google s Expanded Text Ads 26.75% 10 Easy Facebook Marketing Ideas 26.09% Magic Facebook Marketing Tricks 25.29% Are Facebook Ads Right For Your Business? 24.78% PPC Account Structure in 6 Simple Steps [Free Guide] 20.76% 15 Inspiring Landing Page Ideas [Free Guide] 19.44% 3 Underused AdWords Features That ll Blow Your Mind 12.35%
43 SHARE OF ALL ACCOUNTS The Top 10% of Offers Convert +5x Better Than Donkeys Search Conversion Rate Distribution Median: 2.35% Top 10%: 11.45% and Above Top 25%: 5.31% and Above SEARCH CONVERSION RATE. (WordStream Customer Data Not Official Google Data)
44 Unicorn Marketing Power Law: 85% of the value Comes from 5% of the Campaigns!
45 High Engagement = Your Top ~3% Content! Focus on them Because they do WAY better in SEO, PPC, Social Media, and CRO than ever before!
46 Part 4: The Unicorn Alert & Making Unicorn Babies
47
48 FREE MARKETING CALENDAR
49 Content Treadmill
50 Sound The Unicorn Alert!
51 And Make Unicorn Babies!
52
53
54
55 Unicorn Baby Generates Nearly 100k Views
56 Boost Your Unicorns With Social Media Ads & PPC Advertising
57 Facebook Ads: High Relevance Score = Low Cost Per Click 1 penny per click!
58 6 Cents Per Click!
59 Unicorn Infographicification & Videoification
60
61 Webinars & Conference Presentations
62
63 Webinar Performance in 2016 Average Donkey: 674 Average Unicorn: Webinars Generated 71% of the Registrations
64
65 Larry s Marketing Truth Bomb: Unicorn Creation is More of a Numbers Game Than Most Marketers Want to Admit!
66 Part 5: Larry s Favorite Facebook Content Promotion Hacks of 2017!
67 Remarketing Demographic Interests Behavioral Targeting High Engagement Content #7: Larry s Quintuple Unicorn Facebook Ad Targeting Method
68 Behold The Awesome Power of Quintuple Unicorn Ad Targeting Behavioral & Interest Targeting = They re interested in your stuff Remarketing = They Recently Checked Out Your Stuff Target a Narrow Audience That Meets all 3 Criteria with HIGH ENGAGEMENT UNICORNS = $$$ Demographic Targeting = They Can Afford to Buy Your Stuff
69 #6: Larry s Inverted Unicorn Facebook Ad Targeting Method
70 Normal Ad Targeting: Casting a Narrow Net to Maximize Engagement Rates People Who Like Marketing AND.. Have Marketing Job Titles Unicorns!
71 Inverted Unicorn: Target two completely UNRELATED Interests! People Who Like Game of Thrones Inverted Unicorn Ad Targeting! People Who Like Marketing
72
73 Remarkably Low Ad Costs Due to Unusually High Engagement Rates
74 #5: Larry s Unicorn Projection Ad Targeting Method
75 Weird Hack to GUARANTEE a spot on NY Times Bestseller List?
76 These Sites Generate Tons of Free Exposure and Work the Same Way!
77 Over a Million Views & 9,012 Likes!
78 Arianna Huffington Shared the Story, Time Magazine (etc.) Ran it.
79 Over Half a Million Views per Month! HOW?
80 Ranked #8 Author on Medium! HOW?!
81
82 1564 Upvotes + Front Page + 500k Views!
83 #4: Larry s Donkey Removal Ad Targeting Hack
84 10,700 Likes 1,593 Shares 390 Comments 65,434 Views!
85
86 # 3: Larry s Unicorn Slush Fund!
87 Unicorn Slush Fund VS Monthly PPC Budget
88 #2: Larry s Fake Unicorn Hack Make People Think You re a Unicorn!
89 These Algorithms are Very Dumb!
90 Fake Unicorn Hack: Buy Crappy Clicks!
91
92 The Buy-Post- Engagement-Ads- for-other- Companies Hack! I sent 111 (Real) Notifications to CrazyEgg!
93 #1: Larry s Unicorn BRAND Hack for Doubling or Tripling Click Through Rates!
94 Click Through Rates of New vs. Repeat Visitors New Visitors (LOW Brand Affinity) Repeat Visitors (HIGH Brand Affinity)
95 Brand Affinity DRAMATICALLY Impacts CTR (+2-3x!)
96 Brand Affinity DRAMATICALLY Impacts CONVERSION RATES (+2-3x!)
97 Create & Promote Content *Outside* of Your Niche (Connect to Customers Earlier!)
98 Use Google Analytics User Explorer to Gain Insights To Determine Target Market
99 Upload Your Customer List to Facebook Insights!
100 Even Twitter Has Audience Insights!
101 Create & Advertise Off-Topic Content to Build Brand Biases!
102 How Content Marketing REALLY Works STEP 1: Demand Creation: Create & Promote Inspirational / Memorable Content about Your Brand to your Target Market STEP 2: Bias Formation: People See Your Content, But Don t Necessarily Take Action Right Away. STEP 3: Harvest Demand: Later when the Need Arises, People either: Do a Branded Search for Your Stuff Do Un-Branded Search but Biased Towards Clicking & Buying From You.
103 My Favorite Facebook Ad Hacks 7. Quintuple Unicorn Combine Interests, Demographics, Behaviors, Remarketing & High Engagement Content 3. Unicorn Slush Fund Say no to use it or lose it ad budgets. 6. Inverted Unicorn Target completely unrelated interests 2. Fake Unicorn Hack Buy engagement to appear like a unicorn. 5. Unicorn Catalyst Buy enough engagement to make content start Trending 4. Donkey Removal Exclude Detractors from Targeting 1. Unicorn Branding Hack Create & Promote content outside your niche to build brand affinity.
104 What Does it All Mean? Unicorn Marketing?
105 START/GO (Donkey Land) Unicorn Marketing: Data Driven Marketing Strategy for 2018 & Beyond Audition Lots of Content Ideas Quantity matters. Improves chances of unicorn detection. 4 5 Optimize for Engagement ML- Systems Reward High Engagement w/ Great Visibility. 3 Find the Unicorns Identify content with unusually high engagement rates
106 Kill Your Donkeys. Milk Your Unicorns. 2 1 Unicorn Alert Get off Content Treadmill. Go nuts with your best unicorns across all channels. Especially Facebook Ads! Donkey Elimination Stop Wasting time pushing donkeys. Let them die. END/REPEAT (Unicorn Land) OR is it??
107 Virtuous Cycle of Unicorn Land 1. Unicorn Alert Yields More Brand Affinity 2. Better Brand Affinity = Higher Engagement Rates & More Unicorn Alerts! 3. Around & Around we go!
108 THANK YOU Internet Hungary! Now Entering Unicorn-Land!
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