Black Box Social Media Relevance & SCALE Strategy

Transcription

1 Black Box Social Media Relevance & SCALE Strategy This is the exact step-by-step strategy we use with Clients & Students That is Proven to Drive Relevance Scores Up, Ad Costs Down & Establish a Predictable & Scalable Ad Model

2 Simple Visual Concept See Curt or Support for additional information or to discuss your unique product, service or message for the viability of this advertising strategy

3 THIS IS AN ECOSYSTEM STRATEGY

4 Simple Visual Concept Likes Avatar Post FREE Welcome LIKES Determine High Relevant 2x's Weekly Boost Posts For Relevance Golden Ads LIKES ONLY Golden Ads All Visitors Golden Ads Cold Acquisition Retarget & Segment Splinter Offers Run specials for qualified, segmented audiences

5 Client Likes Avatar Post Blogs Pictures Quotes/Motivation Quick Insight videos Facebook Live Video 2x's Weekly Boost Posts For Relevance Welcome LIKES Determine High Relevant Golden Ads LIKES ONLY Golden Ads All Visitors Golden Ads Cold Acquisition Retarget & Segment Splinter Offers Run specials for qualified, segmented audiences FREE

6 Relevance & Engagement Retargeting Welcome Avatar & Begin Indoctrination Likes Avatar Post 2x's Weekly Boost Posts For Relevance Welcome LIKES Quick 2 min video Welcome Message Link to Welcome Blog Post Determine High Relevant Golden Ads LIKES ONLY Golden Ads All Visitors Golden Ads Cold Acquisition Retarget & Segment Splinter Offers Run specials for qualified, segmented audiences

7 Relevance & Engagement Retargeting Likes Avatar >$0.15 Post FREE 2x's Weekly For Relevance >$0.05 Welcome LIKES >$0.05 Post >$0.05 Video Determine High Relevant >$0.10 Post >$0.05 Video LIKES ONLY >$0.50 All Visitors >$1.00 Cold Acquisition $ $1.50 Retarget & Segment >$1.50 Splinter Offers Run specials for qualified, segmented audiences High Relevant will be retargeted to All Visitors, LIKES & All Previous Conversions (Facebook Engagement Retargeting)

8 with Most Qualified & Engaged Audience Likes Avatar >$0.25 Post FREE 2x's Weekly For Relevance >$0.10 Welcome LIKES >$0.05 Post >$0.05 Video Determine High Relevant >$0.05 Post >$0.05 Video LIKES ONLY >$0.50 All Visitors >$1.00 Cold Acquisition $ $1.50 Retarget & Segment >$1.50 Splinter Offers Run specials for qualified, segmented audiences

9 Quantify with Retargeting Likes Avatar >$0.25 Post FREE 2x's Weekly For Relevance >$0.10 Welcome LIKES >$0.05 Post >$0.05 Video Determine High Relevant >$0.05 Post >$0.05 Video LIKES ONLY >$0.50 All Visitors >$1.00 Cold Acquisition $ $1.50 Retarget & Segment >$1.50 Splinter Offers Run specials for qualified, segmented audiences Begin Testing of Offer or Landing Page with Warm Market of Visitors, Conversion & Video Views.

10 Highly Relevant & Qualified Ads Likes Avatar >$0.25 Post FREE 2x's Weekly For Relevance >$0.10 Welcome LIKES >$0.05 Post >$0.05 Video Determine High Relevant >$0.05 Post >$0.05 Video LIKES ONLY >$0.50 All Visitors >$1.00 Cold Acquisition $ $1.00 Retarget & Segment >$1.50 Splinter Offers Run specials for qualified, segmented audiences Begin Testing of Offer to a COLD audience. Typically Look-a-Like Audiences & Affinity Audiences Where We See The Best Qualified LIKES.

11 Highly Relevant & Qualified Retargeting Likes Avatar >$0.25 Post FREE 2x's Weekly For Relevance >$0.10 Welcome LIKES >$0.05 Post >$0.05 Video Determine High Relevant >$0.05 Post >$0.05 Video LIKES ONLY >$0.50 All Visitors >$1.00 Cold Acquisition $ $1.00 Retarget & Segment >$1.50 Splinter Offers Run specials for qualified, segmented audiences Golden Retargeting of Qualified & Relevant Audience

12 Typical Launch/Evergreen Ad Strategy Cold Acquisition Retarget & Segment $ $1.50 >$1.50

13 Highly Qualified Splinter Offers Likes Avatar >$0.25 Post FREE 2x's Weekly For Relevance >$0.10 Welcome LIKES >$0.05 Post >$0.05 Video Determine High Relevant >$0.05 Post >$0.05 Video LIKES ONLY >$0.50 All Visitors >$1.00 Cold Acquisition $ $1.00 Retarget & Segment >$1.50 Splinter Offers Run specials for qualified, segmented audiences Special Offers, Payment Plan s, Splinter Offers additional monitization from highly qualified audiences

14 Highly Qualified Splinter Offers Likes Avatar >$0.25 Post FREE 2x's Weekly For Relevance >$0.10 Welcome LIKES >$0.05 Post >$0.05 Video Determine High Relevant >$0.05 Post >$0.05 Video LIKES ONLY >$0.50 All Visitors >$1.00 Cold Acquisition $ $1.00 Retarget & Segment >$1.50 Splinter Offers Run specials for qualified, segmented audiences Special Offers, Payment Plan s, Splinter Offers additional monitization from highly qualified audiences

15 Step-By-Step Implementation Here are the exact steps of the strategy we will be implementing

16 Step 1 - ing Your Avatar Objective: Get as many qualified LIKES for the lowest cost possible with the Highest Relevance Score Possible. This will assist in pre-qualifying our audience. Think soft lead into our top line funnel.

17 Step 2 Post for Relevance Objective: Provide your LIKE audience with relevant, engaging & consistent content. This process will assist in discovering the most relevant content for your avatar. We will eventually leverage the most relevant content as ads for cold acquisition. Focus on Relevance. Strategy: Post a min of 4 posts per day to the Business page. Suggested times to post 6 am, 11 am, 4 pm, 8 pm (all local times) Suggested content strategy: 10x4x1 Consistency of posting & Congruency is key for relevance & engagement

18 Step 3 - for Relevance Objective: Discover the most Relevant & Engaging Posts that align with your advertising objectives. Twice per week, we will be Boosting Posts of high performing page posts. During this process we will target only our LIKES to determine if this content continues to be highly relevant in a paid promotion to the page only. This process will also serve as retargeting page LIKES to ensure consistent content exposure. This is the beginning process of discovering the best content for prospecting outside the LIKE audience. Goal CPA for Boost Post Engagement: <$0.05

19 Step 3 - for Relevance Strategy: Boost 2 Posts Per Week Boost Post to LIKES only Boost each Post $5 per day for 3 days Focus On: Relevance Score of post (8+) High Engagement of s, Comments and/or Likes DOES NOT have to lead to CTA Link (focus is relevance here) Goal CPA for Boost Post Engagement: <$0.05

20 Step 4 Welcome LIKE Audience Objective: Welcome your new LIKES to your page with a post or video that is targeted to newly acquired LIKES. This post/video is to align your avatar with your brand, message and overall objectives. This content is focused on welcoming the avatar, building rapport and setting expectations all with an emphasis on Relevance. This is not a selling piece of content. Goal CPA for Welcome Boost Post Engagement: <$0.05 Goal CPA for Welcome Video Cost Per View: <$0.05

21 Step 4 Welcome LIKE Audience Strategy: Create a post (video or written) that will be promoted to LIKES only for $5 per day with no end date should be focused on aligning with avatar and building rapport with relevance This content is not required to have a CTA Goal CPA for Welcome Boost Post Engagement: <$0.05 Goal CPA for Welcome Video Cost Per View: <$0.05

22 Step 5 - Determine Highly Relevant Promoted Posts Objective: Provide congruent & relevant content to all website visitors & conversions. Expand audiences with a focus on Relevance, Congruence & Low Cost Per Action Goal CPA for Extended Boost Post Engagement: <$0.05 Goal CPA for Extended Video Cost Per View: <$0.05

23 Step 6 Create Golden Ad for LIKE Audience Objective: Begin a website click campaign targeted to your LIKE audience only. click campaign will send avatar to a CTA or conversion page. This is the first step in acquisition testing for a CTA or Conversion. This process will provide initial testing of the sales funnel, typically sending the most qualified avatar into the funnel at the lowest price. Goal Cost Per : <$0.50

24 Step 6 Create Golden Ad for LIKE Audience Strategy: targeted to LIKES only will allow us to validate the ad with a highly qualified audience. We are seeking high relevance scores (8+) Quantify predictable website cost per click and then CPA Determine ads effectiveness for possible prospect acquisition marketing Targets: Fan Page Only Goal Cost Per : <$0.50

25 Step 7 Expand Golden Ad Testing Objective: Begin testing Golden Ad with a website click objective to all Visitors excluding previous conversions. Discover if Golden Ad continues to deliver high relevance and low cost clicks with low cost CPA s Goal Cost Per : <$0.75

26 Step 7 Expand Golden Ad Testing Strategy: targeted to all website visitors excluding previous conversions. This will allow us to validate the ad with a highly qualified audience. We are seeking high relevance scores (8+) Quantify predictable website cost per click and then CPA Determine ads effectiveness for possible prospect acquisition marketing Targets: All website visitors excluding previous conversions Goal Cost Per : <$0.75

27 Step 8 Golden Ad Cold Acquisition Testing Objective: Begin testing Golden Ad with a website click objective to the audiences where you are acquiring the most qualified and lowest cost LIKES. Discover if Golden Ad continues to deliver high relevance and low cost clicks with low cost CPA s. This is where we can start to scale an offer predictably. Goal Cost Per : <$0.50

28 Step 8 Golden Ad Cold Acquisition Testing Strategy: targeted to best performing audiences for qualified LIKE We are seeking high relevance scores (8+) Quantify predictable website cost per click and then CPA This highly qualified ad should produce the right combination of relevance, CTR and CPC to produce a highly qualified conversion at a relative low cost. Targets: Audiences producing the most qualified and lowest cost LIKES Look-a-Like Audience Testing of 1% - 5% Goal Cost Per : <$0.50

29 Step 9 Retargeting Funnel Actions for Conversions Objective: Begin setting up retargeting segmentation to assist in the conversion process Goal Cost Per : <$1.50 *Special Note: DO NOT be concerned with the CPC. This is a qualified audience. Focus on Relevance, Congruence in the Conversion Process and next steps to the conversion. Focus on next steps & conversions.

30 Step 9 Retargeting Funnel Actions for Conversions Strategy: Create posts, blogs and/or videos to assist with content & urgency in the conversion process Retarget based on segmentation/action Focus on relevance, congruency & next steps in the conversion process Targets: Audiences based on actions taken in the funnel process Goal Cost Per : <$1.50 *Special Note: DO NOT be concerned with the CPC. This is a qualified audience. Focus on Relevance, Congruence in the Conversion Process and next steps to the conversion. Focus on next steps & conversions.

31 Step 10 Additional Splinter Offers Objective: Further monetize qualified audiences with additional offers, payment plans or splitter offers. As we repeat Steps 1-7, we will be perpetually building a new audience that is being exposed to your brand & message with multiple & highly relevant content exposures. Goal Cost Per : <$1.50 *Special Note: DO NOT be concerned with the CPC. This is a qualified audience. Focus on Relevance, Congruence in the Conversion Process and next steps to the conversion. Focus on next steps & conversions.

32 Step 10 Additional Splinter Offers Strategy: Past offers: Payment plans? Sections of an offer? Retarget just buyers for an additional upsell Offer a Quiz, Survey or Form to collect feedback from your customers to determine your next offer Segment offers based on engagement in the funnel Leverage this process if a landing page or sales funnel is NOT currently converting. Targets: Audiences based on actions taken in the funnel process Goal Cost Per : <$1.50 *Special Note: DO NOT be concerned with the CPC. This is a qualified audience. Focus on Relevance, Congruence in the Conversion Process and next steps to the conversion. Focus on next steps & conversions.