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How to Integrate Paid Social Into Your Multi-Channel Strategy - Amy Bishop - AdWorld Experience

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The start-to-finish guide on how to integrate paid social into your multi-channel marketing strategy.

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How to Integrate Paid Social Into Your Multi-Channel Strategy - Amy Bishop - AdWorld Experience

  1. 1. www.CultivativeMarketing.comwww.golearnmarketing.com Integrating Paid Social into Your Multi-Channel Strategy
  2. 2. www.CultivativeMarketing.com • Owner, Cultivative, LLC. • Travel Enthusiast • Let’s chat: @Hoffman8 Amy Bishop, Digital Marketing Consultant
  3. 3. www.CultivativeMarketing.comwww.CultivativeMarketing.com Pulling the Right Levers
  4. 4. www.CultivativeMarketing.com Things Social Rocks At • Prospecting • Building Awareness • Capturing High-Funnel Leads • Building Remarketing Lists • Re-engaging Prospects • Converting Low-Funnel Traffic
  5. 5. www.CultivativeMarketing.comwww.CultivativeMarketing.com Finding Your Target Audience
  6. 6. www.CultivativeMarketing.com Personas Apathetic April Demographics Hobbies Problem Solving, Priorities, Decision Making Factors Obtains Information From: In an ideal world: • Every client has personas • The personas are detailed • The personas are accurate • The personas are grounded in data • The personas are validated Psst: Need to build personas? Check out these free questionnaires: B2B: http://bit.ly/2HqnSaf B2C: http://bit.ly/2FwxmV1
  7. 7. www.CultivativeMarketing.com Facebook Audience Insights
  8. 8. www.CultivativeMarketing.com Pinterest Analytics AudienceProfile Content Visibility Content Interactions Top Performing Content Website Demographics Interests Other Similar Businesses Traffic Content Pinned from Your Site Claimed Accounts Pins Generated from YouTube, Etsy & Insta
  9. 9. www.CultivativeMarketing.com Twitter Analytics ● Video engagement ● Top content ● Current events ● Audience insights
  10. 10. www.CultivativeMarketing.com Linkedin Website Analytics ● Compare audiences ● View by: ○ Job function ○ Job Title ○ Job Seniority ○ Company Size ○ Location ○ Country ○ Company
  11. 11. www.CultivativeMarketing.com Some of it’s helpful and some of it is... this.
  12. 12. www.CultivativeMarketing.com Some of it’s helpful and some of it is... this. Thanks, Twitter!
  13. 13. www.CultivativeMarketing.com All of this data is free – you can access it without running a single ad!
  14. 14. www.CultivativeMarketing.com Create Targeting Profiles to Support Personas 1. Identify top purchaser demographics & zero in 2. Further segment by layering interests & other demographics 3. Identify interests to target. 4. Monitor performance to flesh out & validate personas.
  15. 15. www.CultivativeMarketing.com Create Targeting Profiles to Support Personas Miranda, the Young Mom • Female, 25-30 years old • Lives in the Midwest • Has young kids • Education level: High School • Married or in a Serious Relationship • Works in a service role (cleaning, food service) • Stores she likes: Debshops, Shoe Carnival, Charlotte Russe. Family Dollar, Dollar Tree • Brands she likes: Mike’s hard lemonade, Covergirl, eos, • Brands she likes pertaining to children: Fisher Price, Disney, Garanimals, Huggies, Gerber, Carters • Entertainment she likes: Teen Mom, Maury • Restaurants: Applebee’s, KFC, Pizza Hut, Olive Garden, Dairy Queen • Primarily uses mobile, below average desktop usage • Avg 29 ads clicked in the past 30 days
  16. 16. www.CultivativeMarketing.com Create Targeting Profiles to Support Personas Patty, the Young Professional • Female, 25-30 years old • Single or in a Relationship, not Engaged or Married • Does not have kids • Education level: college • Works in an office • Stores she likes: Old Navy • Brands she likes: Ben & Jerry’s, Dove, Sharpie • Brands she likes pertaining to children: N/A • Entertainment she likes: Ellen DeGeneres, Boy Meets World, Girl Meets World, Knocked Up, 21 Jump Street • Restaurants: Cheesecake Factory • Avg 38 ads clicked in the last 30 days • Heavier desktop usage than avg. FB user, but uses mobile more
  17. 17. www.CultivativeMarketing.comwww.CultivativeMarketing.com Understanding How They Buy
  18. 18. www.CultivativeMarketing.comwww.CultivativeMarketing.com Integrating Campaigns
  19. 19. www.CultivativeMarketing.com What’s Already Working? High Volume / Low Cost High Volume / High Cost Low Cost / Low Volume High Cost / Low Volume High Volume Low Volume Low Cost High Cost
  20. 20. www.CultivativeMarketing.com Find Ways to Use Social to Make it Better
  21. 21. www.CultivativeMarketing.com What’s Working Right Now? High Volume / Low Cost High Volume / High Cost Low Cost / Low Volume High Cost / Low Volume High Volume Low Volume Don’t Cannibalize Low Cost High Cost
  22. 22. www.CultivativeMarketing.com Improve Efficiency What’s Working Right Now? High Volume / Low Cost High Volume / High Cost Low Cost / Low Volume High Cost / Low Volume High Volume Low Volume Don’t Cannibalize Low Cost High Cost
  23. 23. www.CultivativeMarketing.com Improve Efficiency What’s Working Right Now? High Volume / Low Cost High Volume / High Cost Low Cost / Low Volume High Cost / Low Volume High Volume Low Volume Don’t Cannibalize Look For Ways to Fuel Growth Low Cost High Cost
  24. 24. www.CultivativeMarketing.com Improve Efficiency Improve Efficiency & Volume or Replace What’s Working Right Now? High Volume / Low Cost High Volume / High Cost Low Cost / Low Volume High Cost / Low Volume High Volume Low Volume Don’t Cannibalize Look For Ways to Fuel Growth Low Cost High Cost
  25. 25. www.CultivativeMarketing.com Example: Using Social to Strengthen Your Email Campaigns EmailCampaigns GeneratingLeadsat aLowCost Not GeneratingLeads Open/ClickRates HighOpen/ClickRates LowLowVolumeHighVolume MapTimingTo Ensure No Cannibilization CaptureEmailAddresseswith LeadAds TargetAds to CustomAudience RemarketanEngagedAudience
  26. 26. www.CultivativeMarketing.com Using Social to Increase Recall, Then Following with Email Created a CRM list of folks that weren’t responsive Using Social to Boost other Channels
  27. 27. www.CultivativeMarketing.com Using Social to Increase Recall, Then Following with Email Created a CRM list of folks that weren’t responsive Created custom audiences to target them with ads. Using Social to Boost other Channels
  28. 28. www.CultivativeMarketing.com Using Social to Increase Recall, Then Following with Email Sent a follow- up email after two weeks of ad targeting Created a CRM list of folks that weren’t responsive Created custom audiences to target them with ads. Using Social to Boost other Channels
  29. 29. www.CultivativeMarketing.com Using Social to Increase Recall, Then Following with Email Sent a follow- up email after two weeks of ad targeting Created a CRM list of folks that weren’t responsive Created custom audiences to target them with ads. Using Social to Boost other Channels Saw up to a 50% increase in open rates from those that were on the custom audience versus those that weren’t.
  30. 30. www.CultivativeMarketing.com Another Example: Using Social to Strengthen Your Search Campaigns SearchCampaigns Not GeneratingLeads GeneratingLeads HighCost, HighVolume LowCost, LowVolumeOR HighVolume butMaxxed Out ReceivingTrafficbut Not ConvertingNo SearchVolume Look to build out prospecting campaigns & monitor the impact Review CRO & keywords, use social to re-engage Look to build out prospecting campaigns & monitor the impact Analyze multi-channel conversion paths, & build out funnels
  31. 31. www.CultivativeMarketing.com Another Example: Using Social to Strengthen Your Search Campaigns SearchCampaigns Not GeneratingLeads GeneratingLeads HighCost, HighVolume LowCost, LowVolumeOR HighVolume butMaxxed Out ReceivingTrafficbut Not ConvertingNo SearchVolume Look to build out prospecting campaigns & monitor the impact Review CRO & keywords, use social to re-engage Look to build out prospecting campaigns & monitor the impact Analyze multi-channel conversion paths, & build out funnels Use social to build better audiences around demographics for use in other channels.
  32. 32. www.CultivativeMarketing.com Planning For Integration Psst: Want this worksheet? B2B: http://bit.ly/2HqnSaf B2C: http://bit.ly/2FwxmV1
  33. 33. www.CultivativeMarketing.com Micro-Conversions Video eBook White paper Case Study Infographic Blog Posts Fact Sheet FAQ Webinar ByThe Numbers Sheet
  34. 34. www.CultivativeMarketing.com Red Light Stop, Green Light Go – Build Audiences to Support the Funnel Exclude Low FunnelAudiences in Higher Funnel Campaigns Sculpt Progressively Lower Funnel Audiences to Lower Funnel Campaigns One Way Street
  35. 35. www.CultivativeMarketing.com Measuring Each Campaign Decision/Purchase3 Contribution to subsequent stage 2 Micro Conversion GoalVolume 1
  36. 36. www.CultivativeMarketing.comwww.CultivativeMarketing.com Analyzing Cross-Channel & Cross-Campaign Performance
  37. 37. www.CultivativeMarketing.com Review the Relationship Between Campaigns • How do prospects move through campaigns? • Which campaigns drive new interest? Which campaigns drive leads? Conversion Paths in Google Analytics
  38. 38. www.CultivativeMarketing.com Creating Custom Channel Groupings for Social Ad Measurement
  39. 39. www.CultivativeMarketing.com Creating Custom Channel Groupings for Social Ad Measurement
  40. 40. www.CultivativeMarketing.com Creating Custom Channel Groupings for Social Ad Measurement
  41. 41. www.CultivativeMarketing.com Creating Custom Channel Groupings for Social Ad Measurement
  42. 42. www.CultivativeMarketing.com Creating Custom Channel Groupings for Social Ad Measurement
  43. 43. www.CultivativeMarketing.com Assisted Conversion Reports
  44. 44. www.CultivativeMarketing.com Why Custom Channel Groupings ● Segment channels more specifically ● Get better high-level visibility into cross-channel performance ● Can build multiple channel groupings
  45. 45. www.CultivativeMarketing.com Planning For Integration Psst: Want this worksheet? B2B: http://bit.ly/2HqnSaf B2C: http://bit.ly/2FwxmV1
  46. 46. www.CultivativeMarketing.com Leverage the Audience Report Your Audiences Here
  47. 47. www.CultivativeMarketing.com Enable the Demographic Report 1.
  48. 48. www.CultivativeMarketing.com Leverage the Audience Reports 2. 3.
  49. 49. www.CultivativeMarketing.com Leverage the Audience Reports • Can only enable 20 audiences for GA reports • Data takes 24 hours to populate • Data is not retroactive 4.
  50. 50. www.CultivativeMarketing.com Leveraging Audience Reports
  51. 51. www.CultivativeMarketing.com Leveraging Audience Reports See at how your audiences engage in all future sessions (READ: not limited to future Google Ads visits)
  52. 52. www.CultivativeMarketing.com Leveraging Audience Reports Once Enabled, Audiences are Accessible for: 1. Custom Views 2. Segment Dimensions 3. Custom Reports 4. Custom Funnels (Analytics 360)
  53. 53. www.CultivativeMarketing.com View How Repeat Visitors from Prospecting Campaigns Engage Across Channels • Cross-channel performance for a campaign with more data than the multi-channel reports incorporate
  54. 54. www.CultivativeMarketing.com View How Repeat Visitors from Prospecting Campaigns Engage with Content • Cross-channel performance for a campaign with more data than the multi-channel reports incorporate • Look at flow reports for a specific audience.
  55. 55. www.CultivativeMarketing.comwww.CultivativeMarketing.com Identify High-Value Content Which pages drive the most value? Use this to inform landing page strategy & as a source for audiences! Pages
  56. 56. www.CultivativeMarketing.com Create Custom Dashboards to Analyze Audiences Created • Cross-channel performance for a campaign with more data than the multi-channel reports incorporate • Look at flow reports for a specific audience. • Create custom reports & dashboards
  57. 57. www.CultivativeMarketing.com When Layering in ANY Remarketing, Watch for Incremental Value
  58. 58. www.CultivativeMarketing.com Things to Look out For • Ensuring campaigns are adding incremental value • Cannibalization among campaigns - ensure we aren’t swapping paid traffic for traffic we were already getting for “free”. • The impact of prospecting campaigns on downstream campaigns. • The most common cross-channel and cross-campaign paths.
  59. 59. www.CultivativeMarketing.comwww.CultivativeMarketing.com Quick Attribution Tips
  60. 60. www.CultivativeMarketing.com Measuring Each Campaign Multi-channel Attribution & LifetimeValue 3 Contribution to subsequent stage 2 Micro Conversion GoalVolume 1
  61. 61. www.CultivativeMarketing.com Measuring Each Campaign Multi-channel Attribution & Lifetime Value 3 Contribution to subsequent stage 2 Micro Conversion Goal Volume 1 Triangulate where issues lie. Low micro-conversion goal? Could be the goal, or the campaign. High micro conversion, low funnel progression? Could be a flaw with the next stage or lead quality issue.
  62. 62. www.CultivativeMarketing.comwww.CultivativeMarketing.com To View-Through or Not to View-Through
  63. 63. www.CultivativeMarketing.com View-Through Conversions Checklist 2 1 Y/N The campaign goal is to drive a new, unfamiliar audience. There is a measurable impact on performance. To Value or Not to Value - That is The Question.
  64. 64. www.CultivativeMarketing.com Marketing Mix Modeling – Monitor the Impact of View- Through Impressions & Reach Cross-Channel Sales
  65. 65. www.CultivativeMarketing.com To Value or Not to Value View-Through - That is The Question. Increase Revenue Increase Branded Search or Direct Traffic Increase Reach Monitor This Ripple Effect
  66. 66. www.CultivativeMarketing.com Two Ways to Value the Impact CALCULATE ROAS HOLISTICALLY SHIFT A PERCENTAGE OF VALUE ATTRIBUTED TO LOW-FUNNEL TO HIGHER- FUNNEL CHANNELS 1. 2.
  67. 67. www.CultivativeMarketing.com Shifting Value to View-Through Conversions Determine Percentage Determine the percentage of value you want to allocate and then base it upon the average conversion discrepancy. Compare Trends How Closely Aligned Are Facebook Metrics w/ Last Touch Conversion Values? Conversion Discrepancy How consistent is the discrepancy in conversions between your attribution platform of record and Facebook?
  68. 68. www.CultivativeMarketing.com Shifting Value to View-Through Conversions Determine Percentage Determine the percentage of value you want to allocate and then base it upon the average conversion discrepancy. Compare Trends How Closely Aligned Are Facebook Metrics w/ Last Touch Conversion Values? Conversion Discrepancy How consistent is the discrepancy in conversions between your attribution platform of record and Facebook? Example Scenario: You might attribute 10% of the ⅔ conversions that are under-reported back to Facebook. Facebook consistently reports 3x more sales than Google Analytics. Scatterplot shows correlation between Facebook reach And conversions.
  69. 69. www.CultivativeMarketing.com In Summary Know Your Audience Understand How They Buy Determine How To Use Social to Add Support Analyze & Improve
  70. 70. www.CultivativeMarketing.com Amy Bishop amy@cultivativemarketing.com www.CultivativeMarketing.com www.linkedin.com/amybishopmarketing Keep in Touch!
  71. 71. www.CultivativeMarketing.comwww.CultivativeMarketing.com Thank you
  72. 72. www.CultivativeMarketing.comwww.CultivativeMarketing.com Planning Campaigns
  73. 73. www.CultivativeMarketing.com Objective Setting & Campaign Planning • Business goals • Department goals • Limited Budget Business Goals Department Goals Campaign Goals
  74. 74. www.CultivativeMarketing.com Purpose of the campaign? High-Level Campaign ObjectiveHow is Success Measured
  75. 75. www.CultivativeMarketing.com Purpose of the campaign? High-Level Campaign Objective KPIs For Measuring Objective How is Success Measured
  76. 76. www.CultivativeMarketing.com Purpose of the campaign? Conversion Rates & Projections to Determine Volume High-Level Campaign Objective KPIs For Measuring Objective How is Success Measured
  77. 77. www.CultivativeMarketing.com Program Selection Rubric
  78. 78. www.CultivativeMarketing.com Program Selection Rubric Programs = Large Scale Multi-Channel Campaigns
  79. 79. www.CultivativeMarketing.com Path Length & Conversion FILTER TO VIEW FIRST INTERACTION, LAST INTERACTION SOURCE/MEDIUM/CAMPAIGN OR ”NEW VISITOR” FOR BEHAVIORAL INSIGHTS.
  80. 80. www.CultivativeMarketing.com Using First-Party Data to Determine Information Needs Client- Facing Resources First-Party Data Your MarketPublicly Available Data Review Paths: • By Channel • New vs. Returning • By Landing Page/Page
  81. 81. www.CultivativeMarketing.com What’s Missing? 92
  82. 82. www.CultivativeMarketing.com Content Preferences High- Engagement ContentTypes Channel Campaign & Objective New vs Returning User
  83. 83. www.CultivativeMarketing.com Measuring the Funnel Each piece of your multi-channel strategy has a goal to measure. • Analyzing on-page conversion rates & traffic sources • Creating audiences to connect the dots between channels Infographic Webinar Case Study
  84. 84. www.CultivativeMarketing.com FirstTouch High Funnel Mid-Funnel Zeroing in On Paths Low Funnel • Evaluating high funnel campaigns • Focus on growth
  85. 85. www.CultivativeMarketing.com LastTouch High Funnel Mid-Funnel Zeroing in On Paths Low Funnel • Evaluating low funnel campaigns • Focus on efficiency
  86. 86. www.CultivativeMarketing.com FirstTouch LastTouch High Funnel Mid-Funnel Zeroing in On Paths Low Funnel

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