Tips to Amplify Your Social Reach
•Transferir como PPTX, PDF•
3 gostaram•4,897 visualizações
Social media isn't just a trend that comes and goes like juice cleanses. It is here to stay and is going to get more competitive. That means that you need to make sure your brand is getting as much traction as possible. Learn how to amplify your social media reach by: - Optimizing your paid social reach - Creating enticing promotions that are shareable - Targeting offers to increase engagement
Recomendados
Recomendados
Mais conteúdo relacionado
Destaque
Destaque (17)
Mais de Marketo
Mais de Marketo (20)
Último
Último (20)
Tips to Amplify Your Social Reach
- 1. Tips to Amplify Your Social Reach Divya Dutt Senior Marketing Manager Marketo @dkap_11 Lisa Marcyes Social Media Marketing Manager Marketo @lisa_marcyes
- 2. • This webinar is being recorded! Slides and recording will be sent to you after the webinar concludes. • Have a question? Chat in the bottom left and I’ll get to your questions after the webinar. • Posting to social? Use our hashtag - #mktgnation • There is a brief survey after this webinar. Housekeeping
- 3. • Why is Social Media Important and Does it Work? • Tips for Creating Shareable Content • Guidelines for Optimizing Your Paid Social Reach • Metrics and Analysis for Social Agenda
- 5. What is Organic Social Media? Relationships = Advocates Branding Retention Conversations Customer Services Audience Engagement
- 6. Content as a Building BlockCon Organic Social Media as Sales Enabler Strategic, Structured, Aligned Integrated 2.ENGAGE Conversation Mindshare Influencer Engagement 1.ATTRACT Brand Awareness Build Influence 3.CONVERT MQLs SQLs Content as Building Block
- 7. Organic Social: Best Practices 1.4B monthly active users, 936M active daily. • Post 1-2 times/day • Photos are most engaged type of content on Facebook, with 87% interaction rate. • Posting times: mornings/evenings • Personalized messaging 350M total users, 187M monthly unique visitors • Post 1-2 times/day • Publishing • Posting times: mornings/evenings • Business trends/best practices 305M monthly active users, 100M active daily. • Post 4-6 times/day • Adding a photo can boost retweets by 35%. • Best posting times: mornings/lunch/evening • News
- 8. 4 “Be’s” of Posting on Social Media Be Consistent o Use spellcheck o Write concisely o Less is more Be Real o Are you using “Corporate Speak?” o Have a conversation, don’t just talk “at” people. o Use relevant language Be Informative o Share what you care about. o Newer content performs better o Post frequently o 73% of industry specific Twitter posts include content sharing Be Visual o Include images in your posts o Live video (Blab, Periscope, Vine, Meerkat)
- 9. Engagement • Likes, retweets, comments, conversations • Influencers • +/- interactions Followers • Target audience • +/- growth SoV • 3rd party mentions • +/- sentiment What Do We Measure?
- 10. What is Paid Social? -5000 5000 15000 25000 35000 Organic Paid Impressions 0 40000 80000 120000 Organic Paid Impressions
- 11. Decide on the Channel Define Goals Choose your Audience Select targeting options Create Campaigns Measure Results Process to Amplify your Paid Social Campaigns
- 12. Lead Gen/ Customer Acquisition Both Branding Define Goals for Your Paid Social Strategy
- 13. Who is your audience?
- 14. Various Targeting Options to Reach Your Audience Demographics Number of Employees Industries Titles Geography Job Function Common Targeting Options Interests Custom audience (emails, urls visited) Marketing Automation lists User groups Look alike audiences Followers Skills Advanced Targeting Options Retargeting Targeting Options Website visit Url based Custom audience Marketing Automation lists
- 15. Guidelines for Structuring Social Campaigns Campaign Structure Specific Targeting Product/Services Topic Based Targeting Broad Targeting Measuring Reporting Content matching
- 16. Testing – things you can test
- 17. Metrics for Social Paid Campaigns Pipeline Revenue Conversions CPA/CPL
- 18. • Engagement = Brand awareness + Advocates • Have a strategy for each channel • Take advantage of various targeting options • Good Campaign structure = ease of reporting • Track all your social efforts • Test, Test, Test… Key Take-Aways
- 19. Questions?
Notas do Editor
- And with that let’s get going!
- A good campaign structure is very important. A few ways to think of how to structure is based on Products or Services you provide so you can track if your audience is responding better to Dresses, vs Shoes. Heathcare ebooks vs Higher Ed ebook You can match your content to the audience in the campaign You can also start off with Broad based targeting – All Marketing Titles or specific like All Healthcare marketing professionals Depends on how large your audience size is, if it is too narrow then you might not see any results. A good structure will help you measure and report up to your managers easily Specific . Broad, matching content to campaign and tracking, put money behind ungated content too, track based on what you want to report on Decide which post needs to be seen by your entire audience vs niche audience. Mention dark posts
- Matching metrics to goals Measuring everything all the way to revenue Optimizing based on results
- Alright, that’s all I have for you. Before I answer a few questions, I’d like to remind you that there is a brief survey after this webinar. Please take 30 seconds to complete it to let me know how we can make these better for you in the future. Now on to the questions! What do you think of welcome emails? I am a big proponent of welcome emails! When it comes to database cleanliness, most of the issues occur at the email acquisition stage. Welcome emails or a welcome series is a great way to accomplish a few different things. You can: Set expectations for email frequency and offer types Ask new subscribers to whitelist your email domain, which increases email inboxing over the long-term. Even better, for Gmail specific addresses, ask them to drag your email from the promotions tab to the primary tab. This ensures inbox placement in the primary tab. Build trust and branding with a warm, personalized message (I’ve heard than using a welcome email or welcome series can increase long-term email engagement by over 30%) Monitor soft bounces and hard bounces because you can clean out your lists if there are obvious junk values. Some people may sign up with a junk email address just to get an offer or deal. Other may have undesirable bounce types. You can catch these in a welcome email campaign and scrub them out before they make it into your long-term email strategy. Does 250ok, the Marketo deliverability and inboxing product, have a way to review email rendering? The answer is yes! 250ok has an entire section devoted to optimizing your email for design. The section is called “Design Informant”. It shows you screenshots of your email across most mobile devices, browsers and email clients. And what’s really cool is that it also gives you code optimizations to optimize your email’s compatibility with different browsers and clients. Lastly, on an email level, you can run your email through 250ok in a test campaign to do a complete spam audit. Your email will be evaluated by the most common spam filters and scored appropriately. 3. The examples you showed for reactivation campaigns appear to be for B2C companies. Is this a strategy that works for B2B companies as well? Great question! Yes, this strategy works for any type of company. The reality is that no matter what kind of company you come from, there’s a great chance that a portion of your email database is unengaged. And let’s think about it for a second: you already spent the money to acquire that new name. So it’s actually much cheaper for you to pursue reactivation campaigns than acquire new names. Where there is a difference between B2B and B2C companies is the email domain breakdown. B2B companies tend to have more company domains in their email database, so some segmentation strategies do not apply as well. But for non-corporate domains like Gmail or Yahoo, specific reactivation campaigns can be ran to drive higher inbox placement for those ISPs. Take the Kate Spade example that I showed you that called out Gmail and asked the recipient to drag the email from the promotions tab to the primary tab. That’s an effective tactic and can work for both B2B and B2C. And with that, I’d like to conclude today’s webinar. Thank you so much for joining me and I hope you learned some very valuable, actionable takeaways. If I wasn’t able to get to your question, I’d love to hear from you. Go ahead and send me an email for connect with me on LinkedIn. There is a brief survey after this webinar concludes and I’d greatly appreciate if you fill it out. It will give me an idea of how helpful this was for you and what you’d like to learn next time. And just to remind you again, these slides and webinar recording will be available to you later today or tomorrow. Thanks and have a great day!