This webinar will begin at 2:30PM Social Media For Brokers: Advertising for Social Strategy
Welcome
Previous webinars Personas Goals Tactics Saving time Tips and tricks
A statement from a broker We have a great social following, but we cannot seem to generate leads and sales.
POLL 1 How much do you currently spend on social advertising? 1. It is our main marketing outlay 2. Our spend is considerable 3. We run some adverts 4. We are yet to touch paid advertising
A solution through advertising 80% of enterprises say social media is the most important factor in digital marketing success.
Targeting Know exactly who you are communicating with
Time Communicate with them when they are looking to buy
Brand Visibility Get your word out to many more people
Audience Talk to your current audience in a more effective way
A statement from a marketer By using advertising in social, you can target the right people at the right time.
B2B or B2C? B2B Benefits B2C Benefits Higher lifetime value Higher engagement levels Less market competition Easier conversion due to a single decision maker Larger audience Cheaper to advertise to
Both B2B and B2C are marketing to people. Everything you will learn will be transferable!
So, what platform? Visits Form Fills Decision Makers Conversions
So, what platform?
Ask yourself What is my budget? Then test and test and test
Advert content
Considerations for all channels WHO Do I want to engage WHAT Will make them stop in their tracks? WHERE Do I want to send them WHY Will this help my business?
Who and Why? Persona Research Who are your potential customers What are they looking for How can you help them \] Previous webinar: Go to: www.brokermentor.co.uk/videolibrary to view webinar or to download slides
Where do you send them? Social Media Blog Lead Capture Product / Service Page
What will make them stop in their tracks? You have the blink of an eye to engage! These are mock-ups created for illustration purposes and are no way affiliated with Aviva or their product messaging Find out today how we can help you today 87% of business owners are overpaying for public liability insurance What engages most?
POLL 2 What advert would you have clicked? The one on the left The one on the right I didn t notice a difference
Top Tips These are mock-ups created for illustration purposes and are no way affiliated with Aviva or their product messaging Money talks People respond quickly to figures Use or % - It is an amazing way of building trust! It is product specific This makes you seem more expert Don t overdo it 87% of business owners are overpaying for public liability insurance
How will this help your business? Targeted Persona Sees LinkedIn Post Clicks To Read Article Shares with Followers Continual Advertising Leads to Return Visits Chooses You At Policy Review
4 steps to ad success! Persona motivation Money Time Ease Persona needs Product Service Hook (USP!) Award Something-est Images Eye catching
Not to overly flatter
But this is great
Don t Panic!
Just test! Facebook s Advertising Campaign Page (But all platforms offer similar)
Shout about what you find out!
POLL 3 What do you think drives your B2B customers to use you? Price Expertise Trust / Reputation Ease
The best adverts for your funnel
Where do we see these ads?
Sponsored Content
Sponsored Adverts
Targeting Options
Job Seniority Schools Gender Location (required field) Job Title Company Industry Company Connections Basic Targeting Options Degrees Company Size Fields of Study Groups Age Followers Years of Experience Job Function Company Name Skills
These are expensive So be clear on your purpose
Matched Audiences
Lead Gen In An Ad!
Types of ads
Types of ads you might use
Twitter Top tips Use Advanced Targeting Features Keyword Matching Followers Event targeting TV Targeting Keep an eye on budget in the Advertisers panel Zone in on local areas Is there a large business park where you already have a number of customers, you can advertise there! \]
Audiences for brokers Core Audiences Select your audience manually based on characteristics, such as job title and industry Custom Audiences Custom Audiences help you find your existing customers and contacts on Facebook. You can use one of these sources to build your Custom Audience: Prospects or Customers (from CRM data) Website visitors (more on this in a second)
Creating Custom Audiences This is really easy!
How you get website visitor data https://www.facebook.com/business/help/952192354843755
Options when the pixel is live Engaged users Service viewers Existing customers Form completions
Lead-gen ads
Facebook Top Tips Use Facebook to test messaging If you wants clicks to your site, use Carousel ad types Optimise for clicks
Facebook has some rules See if you can guess if you can use these adverts
Manage Your Finances With this New Tool
No Using personal terms such as your is a quick route to get ads disapproved. Alternatively, you could try: New Tool Helps Manage Finances
Free ebook!
Yes There is nothing in this sentence against Facebook s rules.
Perfect For Business Owners Like You
No This is implying you know something personal about the audience. Alternatively, you could try: New Product For Business Owners
Don t forget about Google
Display remarketing
Setting up! You need A Google AdWords Account The Remarketing Tag on your site Follow the simple steps here: https://support.google.com/adwords/answer/3210317 \]
RLSAs
Final Top Tips 1. Have a clear goal 2. Take users on a journey 3. Give them multiple ways to convert at the end of the journey (eg. Lead Gen or Enquiry) 4. Enable Pixel / Remarketing Tags to save cookies 5. Use the Analytics tools to improve your adverts
Final Poll What would you like to see in the next webinar? Website Analytics and Reporting Value Paid Social Continual Optimisation
Thank You sam@libertymarketing.co.uk