Tweet
Tweet

Slide 1

Slide 1 text

Driving The Full Customer Journey Through Paid Social Hollie Thubron HOUSE OF PERFORMANCE Speakerdeck.com/holliethubron @holliethubron

Slide 2

Slide 2 text

how do you use paid social? #brightonSEO @holliethubron

Slide 3

Slide 3 text

why should you care? #brightonSEO @holliethubron

Slide 4

Slide 4 text

your customers care #brightonSEO @holliethubron

Slide 5

Slide 5 text

75% of people research brands on social media before converting #brightonSEO @holliethubron Source: IBM

Slide 6

Slide 6 text

52% of online brand discovery happens on social media #brightonSEO @holliethubron Source: GWI (Q2 2022)

Slide 7

Slide 7 text

your competitors care #brightonSEO @holliethubron

Slide 8

Slide 8 text

Social makes up 29% of all paid ad spend & is increasing #brightonSEO @holliethubron

Slide 9

Slide 9 text

okay, but which platforms? #brightonSEO @holliethubron

Slide 10

Slide 10 text

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

Slide 11

Slide 11 text

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

Slide 12

Slide 12 text

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

Slide 13

Slide 13 text

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

Slide 14

Slide 14 text

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

Slide 15

Slide 15 text

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

Slide 16

Slide 16 text

Why The Full Funnel Matters retargeted visitors are 70% more likely to convert #brightonSEO @holliethubron Source: Outgrow

Slide 17

Slide 17 text

don’t forget them once you’ve got them! #brightonSEO @holliethubron

Slide 18

Slide 18 text

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

Slide 19

Slide 19 text

A Full Funnel Strategy: The How Reach while... Engage while... Convert while... Re-engage while... #brightonSEO @holliethubron Scrolling Watching Listening

Slide 20

Slide 20 text

A Full Funnel Strategy: The How Reach while... Engage while... Convert while... Re-engage while... #brightonSEO @holliethubron Scrolling Watching Listening

Slide 21

Slide 21 text

A Full Funnel Strategy: The How Reach while... Engage while... Convert while... Re-engage while... #brightonSEO @holliethubron Scrolling Watching Listening

Slide 22

Slide 22 text

A Full Funnel Strategy: The How Reach while... Engage while... Convert while... Re-engage while... Scrolling Watching Listening Watching #brightonSEO @holliethubron

Slide 23

Slide 23 text

Brand lift studies A Full Funnel Strategy: The How Well #brightonSEO @holliethubron

Slide 24

Slide 24 text

Brand lift studies Traffic quality A Full Funnel Strategy: The How Well #brightonSEO @holliethubron

Slide 25

Slide 25 text

Brand lift studies Traffic quality Share of search A Full Funnel Strategy: The How Well #brightonSEO @holliethubron

Slide 26

Slide 26 text

Brand lift studies Traffic quality Share of search Brand searches A Full Funnel Strategy: The How Well #brightonSEO @holliethubron

Slide 27

Slide 27 text

optimising creatives: know your audience, know your platform #brightonSEO @holliethubron

Slide 28

Slide 28 text

Loop Earplugs: TikTok

Slide 29

Slide 29 text

Loop Earplugs: Meta

Slide 30

Slide 30 text

Loop Earplugs: LinkedIn

Slide 31

Slide 31 text

optimising creatives: through the funnel #brightonSEO @holliethubron

Slide 32

Slide 32 text

LET’S LOOK AT AN EXAMPLE... Anté Beauty: Awareness #brightonSEO @holliethubron Non-branded, UGC Product not shown until end CTA: ‘Learn More’

Slide 33

Slide 33 text

LET’S LOOK AT AN EXAMPLE... Anté Beauty: Consideration #brightonSEO @holliethubron Problem statement & product solution Product USPs highlighted Testimonial CTA: ‘Learn More’

Slide 34

Slide 34 text

LET’S LOOK AT AN EXAMPLE... Anté Beauty: Conversion #brightonSEO @holliethubron Visual results How device works More USPs CTA: ‘Shop Now’

Slide 35

Slide 35 text

HONOURABLE MENTION Keep Beauty London

Slide 36

Slide 36 text

optimising creatives: bringing them back & spreading the word #brightonSEO @holliethubron

Slide 37

Slide 37 text

FINISHING THE JOURNEY & Bringing Them Back

Slide 38

Slide 38 text

BOOSTING THE BRAND & Spreading The Word

Slide 39

Slide 39 text

60% of consumers believe number of reviews is crucial in purchase decisions #brightonSEO @holliethubron Source: trustpulse

Slide 40

Slide 40 text

Campaign Strategy vs Meta Goal Goal: Refine audience, increase intent Awareness Reach

Slide 41

Slide 41 text

Campaign Strategy vs Meta Goal Goal: Refine audience, increase intent Awareness Consideration Reach Engaged View

Slide 42

Slide 42 text

Campaign Strategy vs Meta Goal Goal: Refine audience, increase intent Awareness Consideration Interaction Reach Engaged View Site traffic

Slide 43

Slide 43 text

Campaign Strategy vs Meta Goal Goal: Refine audience, increase intent Awareness Consideration Interaction Action Reach Engaged View Site traffic Conversion

Slide 44

Slide 44 text

Campaign Strategy vs Meta Goal Goal: Refine audience, increase intent Awareness Consideration Interaction Action Loyalty & Advocacy Reach Engaged View Site traffic Conversion Conversion

Slide 45

Slide 45 text

some final tips & tricks #brightonSEO @holliethubron

Slide 46

Slide 46 text

Page View Count Time On Site Scroll Depth Getting Quality Traffic Don’t bid to maximise clicks or landing page views #brightonSEO @holliethubron

Slide 47

Slide 47 text

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

Slide 48

Slide 48 text

What You Should Takeaway... Why... To invest in Paid Social To look beyond Meta To invest in awareness #brightonSEO

Slide 49

Slide 49 text

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

Slide 50

Slide 50 text

thank you for listening! #brightonSEO @holliethubron

Slide 51

Slide 51 text

download the slides here: https://speakerdeck.com/holliethubron #brightonSEO @holliethubron