BrightonSEO_Deck_v2.pdf

Transcript

1. Driving The Full Customer Journey Through Paid Social Hollie Thubron HOUSE OF PERFORMANCE Speakerdeck.com/holliethubron @holliethubron
2. how do you use paid social? #brightonSEO @holliethubron
3. why should you care? #brightonSEO @holliethubron
4. your customers care #brightonSEO @holliethubron
5. 75% of people research brands on social media before converting #brightonSEO @holliethubron Source: IBM
6. 52% of online brand discovery happens on social media #brightonSEO @holliethubron Source: GWI (Q2 2022)
7. your competitors care #brightonSEO @holliethubron
8. Social makes up 29% of all paid ad spend & is increasing #brightonSEO @holliethubron
9. okay, but which platforms? #brightonSEO @holliethubron
10. AS WITH EVERYTHING... it depends! MOST USED PLATFORM BY MARKETERS (89%) TIKTOK AD REACH IS GROWING YEAR-ON- YEAR 50% OF USERS AREN’T ON INSTAGRAM MOST POPULAR FOR B2B LEAD GEN (78%) PINNERS SPEND 80% MORE IN RETAIL
11. AS WITH EVERYTHING... it depends! MOST USED PLATFORM BY MARKETERS (89%) TIKTOK AD REACH IS GROWING YEAR-ON- YEAR 50% OF USERS AREN’T ON INSTAGRAM MOST POPULAR FOR B2B LEAD GEN (78%) PINNERS SPEND 80% MORE IN RETAIL
12. AS WITH EVERYTHING... it depends! MOST USED PLATFORM BY MARKETERS (89%) TIKTOK AD REACH IS GROWING YEAR-ON- YEAR 50% OF USERS AREN’T ON INSTAGRAM MOST POPULAR FOR B2B LEAD GEN (78%) PINNERS SPEND 80% MORE IN RETAIL
13. AS WITH EVERYTHING... it depends! MOST USED PLATFORM BY MARKETERS (89%) TIKTOK AD REACH IS GROWING YEAR-ON- YEAR 50% OF USERS AREN’T ON INSTAGRAM MOST POPULAR FOR B2B LEAD GEN (78%) PINNERS SPEND 80% MORE IN RETAIL
14. AS WITH EVERYTHING... it depends! MOST USED PLATFORM BY MARKETERS (89%) TIKTOK AD REACH IS GROWING YEAR-ON- YEAR 50% OF USERS AREN’T ON INSTAGRAM MOST POPULAR FOR B2B LEAD GEN (78%) PINNERS SPEND 80% MORE IN RETAIL
15. AS WITH EVERYTHING... it depends! MOST USED PLATFORM BY MARKETERS (89%) TIKTOK AD REACH IS GROWING YEAR-ON- YEAR 50% OF USERS AREN’T ON INSTAGRAM MOST POPULAR FOR B2B LEAD GEN (78%) PINNERS SPEND 80% MORE IN RETAIL
16. Why The Full Funnel Matters retargeted visitors are 70% more likely to convert #brightonSEO @holliethubron Source: Outgrow
17. don’t forget them once you’ve got them! #brightonSEO @holliethubron
18. A Full Funnel Strategy: The Brief Drive brand growth The Mission Be the ‘go-to’ brand in my industry The Vision Increase awareness & acquire new customers The Task #brightonSEO @holliethubron
19. A Full Funnel Strategy: The How Reach while... Engage while... Convert while... Re-engage while... #brightonSEO @holliethubron Scrolling Watching Listening
20. A Full Funnel Strategy: The How Reach while... Engage while... Convert while... Re-engage while... #brightonSEO @holliethubron Scrolling Watching Listening
21. A Full Funnel Strategy: The How Reach while... Engage while... Convert while... Re-engage while... #brightonSEO @holliethubron Scrolling Watching Listening
22. A Full Funnel Strategy: The How Reach while... Engage while... Convert while... Re-engage while... Scrolling Watching Listening Watching #brightonSEO @holliethubron
23. Brand lift studies A Full Funnel Strategy: The How Well #brightonSEO @holliethubron
24. Brand lift studies Traffic quality A Full Funnel Strategy: The How Well #brightonSEO @holliethubron
25. Brand lift studies Traffic quality Share of search A Full Funnel Strategy: The How Well #brightonSEO @holliethubron
26. Brand lift studies Traffic quality Share of search Brand searches A Full Funnel Strategy: The How Well #brightonSEO @holliethubron
27. optimising creatives: know your audience, know your platform #brightonSEO @holliethubron
28. Loop Earplugs: TikTok
29. Loop Earplugs: Meta
30. Loop Earplugs: LinkedIn
31. optimising creatives: through the funnel #brightonSEO @holliethubron
32. LET’S LOOK AT AN EXAMPLE... Anté Beauty: Awareness #brightonSEO @holliethubron Non-branded, UGC Product not shown until end CTA: ‘Learn More’
33. LET’S LOOK AT AN EXAMPLE... Anté Beauty: Consideration #brightonSEO @holliethubron Problem statement & product solution Product USPs highlighted Testimonial CTA: ‘Learn More’
34. LET’S LOOK AT AN EXAMPLE... Anté Beauty: Conversion #brightonSEO @holliethubron Visual results How device works More USPs CTA: ‘Shop Now’
35. HONOURABLE MENTION Keep Beauty London
36. optimising creatives: bringing them back & spreading the word #brightonSEO @holliethubron
37. FINISHING THE JOURNEY & Bringing Them Back
38. BOOSTING THE BRAND & Spreading The Word
39. 60% of consumers believe number of reviews is crucial in purchase decisions #brightonSEO @holliethubron Source: trustpulse
40. Campaign Strategy vs Meta Goal Goal: Refine audience, increase intent Awareness Reach
41. Campaign Strategy vs Meta Goal Goal: Refine audience, increase intent Awareness Consideration Reach Engaged View
42. Campaign Strategy vs Meta Goal Goal: Refine audience, increase intent Awareness Consideration Interaction Reach Engaged View Site traffic
43. Campaign Strategy vs Meta Goal Goal: Refine audience, increase intent Awareness Consideration Interaction Action Reach Engaged View Site traffic Conversion
44. Campaign Strategy vs Meta Goal Goal: Refine audience, increase intent Awareness Consideration Interaction Action Loyalty & Advocacy Reach Engaged View Site traffic Conversion Conversion
45. some final tips & tricks #brightonSEO @holliethubron
46. Page View Count Time On Site Scroll Depth Getting Quality Traffic Don’t bid to maximise clicks or landing page views #brightonSEO @holliethubron
47. Avoiding Mixed Audiences Audiences of video ad viewers will not be specific to a campaign. If you use the same video at different funnel stages, upload duplicates & create separate audiences. #brightonSEO @holliethubron
48. What You Should Takeaway... Why... To invest in Paid Social To look beyond Meta To invest in awareness #brightonSEO
49. What You Should Takeaway... Why... To invest in Paid Social To look beyond Meta To invest in awareness How... To build a full funnel strategy To tailor creatives, platform & funnel To measure performance #brightonSEO
50. thank you for listening! #brightonSEO @holliethubron
51. download the slides here: https://speakerdeck.com/holliethubron #brightonSEO @holliethubron