Unlocking the power of social media marketing

Transcription

1 Unlocking the power of social media marketing Kartik Sharma, Digital Marketer, WiFi: QBConnect Password not required

2 About today s speaker Kartik Sharma 12+ years in Digital Marketing B2B revenue and lead generation SaaS, Insurance, Telco, IT hardware Digital marketing lead HP Australia Really likes marketing technology 2

3 Have you used paid social media advertising?

4 Social Media usage keeps growing every month Source: Sensis 4

5 We have a gap in representation of SMB on Social Source: Sensis 5

6 Facebook and Instagram by far the top platforms where people consume content Source: Sensis 6

7 Facebook for Social Media Marketing

8 Contents Why Facebook? Introduction to a social sales funnel A simple formula to run your ads Who to target and personas How to target FB audiences Ad sequencing and storytelling Anatomy of a great ad Measuring for effectiveness Conclusion 8

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10 A social sales funnel Your task is to convince as many people who see your ads to trust you to take the immediate next step. That is all. Easier said than done but not super-complicated either. 1.Trust you and engage with you because you re just a stranger 2.Find relevance in your ad so they might want to engage this is like meeting with someone new and finding common things to talk about at a BBQ 3.Has clicked and engaged with your previous campaign lets try to continue this chat and convert to sales. Aware Engage Convert 10

11 A simple formula to run your ads Your task is to convince as many people who see your ads to trust you to take the immediate next step. That is it. Reach Targeted to a core audience Lets say 200,000 Give them a SECOND intro to your business Create awareness Consider Target to engaged audiences from before who have watched your video 75% Lets say 2000 Give them a value-proposition Offer Target to engaged audiences who watched 95% or completed video in ad 2 Lets say 200 Give them an Offer Ad 1 Ad 2 Ad 3 11

12 Who is it that you want to target? In marketing we like to group people together. We do this in order to find common traits that bind their actions and decision making together. 12

13 Personas what are they good for, really? Starts with knowing who you want to speak with and then working out how you fit in their world. Source 13

14 How to target? 14

15 Facebook audiences Core audience Basically anyone you d like to reach depending on their characteristics. Demographics: Reach people based on demographics like age, gender, education and more Location: Reach people in cities, countries, and communities where you want to do business Interests: Reach people based on their interests, hobbies, and Pages they like on Facebook Here s the full list Behavior: Reach people based on their purchase behaviors, device usage, and other activities 15

16 Facebook audiences Custom audience This is your first party data data you own and is shared with FB 16

17 Facebook audiences Lookalike audiences Lookalike audiences match your source data with people who lookalike them. Using your customer list addresses is a good idea. Also your best paying customers. 17

18 So that s all great but where do I start? Ideally I would always begin a test of all 3. But if you only wanted to do 1 then Lookalike audiences based on your own data / list is the best place to start. 18

19 Storytelling and ad sequencing Walk people down the funnel Once you ve selected the right audience, think of how they shop or make that decision. What would you yourself do if you were them? Ad 1 Ad 2 Ad 3 19

20 Storytelling and ad sequencing Walk people down the funnel Refinery 29 and FB Sustained v sequenced CTA. 20

21 Ad-creation Anatomy of a good ad Irrespective of the format you choose, keep these in mind: 21

22 Measuring for goals and effectiveness 22

23 Final tips and parting thoughts 23

24 Questions?

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