Today’s Agenda • Why Every Inbound Marketer Needs to Know Paid Social Ads & Remarketing • Using Paid Content Promotion and Remarketing on Twitter, Facebook, Linkedin, Google+, YouTube to 3-5x Increase Leads and Sales #searchlove @larrykim
Introducing Content Remarketing • Amplify/promote your content to the right people • Dramatically accelerate & increase brand recall • Generate Sales and Qualified leads #searchlove @larrykim
START / GO How Content Remarketing Works CREATE Produce content & share on social AMPLIFY Selectively promote top content on social media TAG Build remarketing audience by tagging site visitors with a cookie 3 1 2 #searchlove @larrykim
ADVERTISE Target your audience with display & social ads promoting offers FILTER Apply behavioral and demographic filters on audience CONVERT Capture qualified leads or sale END / REPEAT 4 6 5 #searchlove @larrykim
Content Remarketing… Content Remarketing & The Inbound Marketing Funnel Lead Capture / Nurturing Social Media Promotion Blogging /Content Creation CLOSED DEAL! Relies on having great content Dramatically amplifies social visibility Makes conversions happen faster and more often #searchlove @larrykim
Where Content Remarketing Fits In SEO & Content Marketing PPC Marketing Social Media Marketing Content Remarketing! Content Remarketing is on the Intersection of Social, Content and PPC Marketing. #searchlove @larrykim
Note: Keyword Targeting on Social is Different #searchlove @larrykim Google Twitter / Facebook (Etc.) infant clothes boy Julian’s first birthday lawyer auto accident Some dumbass hit my car pink dress I have nothing to wear for the concert! online dating Emma just broke up with me mobile landing page tools #mobilegeddon Social Keywords: Higher Funnel, Informational, Conversational, Hashtags
Facebook Ads Also Has “Relevance Score” #searchlove @larrykim • Higher post engagement = higher Relevance Score • Higher Relevance Score = More Impression Share and Lower Cost Per Engagement
Paid Social ROI Analysis • 500 High Value Press Pickups and Links • Great Brand Exposure • +100k Site Visitors • Total Cost: $50 • Total Time: 30 Minutes #searchlove @larrykim
Key To Victory in Social Ads: High Engagement #searchlove @larrykim • Better Ad Targeting = Better Post Engagement • Lower Cost Per Engagement and Higher Impression Share
Summary: Social Promotion to Amplify Content Reach #searchlove @larrykim 1. Every content marketer should be doing some Paid Social 2. High Engagement Rate = High Quality Score = Low Costs and Huge Reach 3. Be Picky: Target specific people, highly targeted demographics to increase engagement rates 4. Use Ads to Catalyze Organic Efforts
Remarketing Hack: Be Bold! Get Tons of Ad Impressio • Set Membership Duration: 3x Avg. Sale Cycle • Set Impression Caps to Unlimited! • Run Multiple Ads Per Campaign! #searchlove @larrykim
Google Display Ads Hack: High Quality Score = Low CPC Every 0.1% increase or decrease in Ad Click Through Rate yields +/- 19% in Average Cost Per Click (CPC) #searchlove @larrykim
New Social Ad Formats are Game Changers #searchlove @larrykim New 1-Click Ad Formats (“Cards”) 1. Sees Ad 2. Calls Business 3. Lead Captured No Leaky Landing Page! Old Social Ads 1. Sees Ad 2. Clicks On Ad 3. Visits Website Landing Page 4. Lead Captured 3% Average Conversion Rate!
Facebook Remarketing is on Steroids! • Overlay thousands of demographic and behavioral targeting filters to only target your ideal customer. • Facebook remarketing finds the needle in the haystack! #searchlove @larrykim
How Facebook Remarketing is Incredible!! 1. Anonymous users visit your website. Tag them all. 2. Filter based on … – Visiting High Value Pages = High Commercial Intent – Overlay User Demographics = Right Target Buyer 3. Commercial Intent + Buyer Persona Match = $$$ #searchlove @larrykim
Summary: Mad Science of PPC for Inbound Marketing #searchlove @larrykim 1. Always Promote top 2% of Posts 2. High Engagement Rats is Key 3. Use Social Ads for PR Pitching & Link building 4. LinkedIn Ads Suck 5. Use Paid Ads to Catalyze Organic SEO 6. Never use Facebook Boost Post 7. Make Display Ads Look Like Content 8. Convert 3x More Leads from Content With Remarketing 9. Try out New Social Ad Formats 10. Everyone should do some Paid Social + Remarketing
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