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Using Social Media Advertising to Find and Convert Your Target B2B Audience - MarketingProfs B2B Forum 2015

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At MarketingProfs' B2B Marketing Forum, Marketing Mojo President and CEO Janet Driscoll Miller covered how to use social media advertising to find and convert your target B2B audience.

View these slides to see how you can generate quality B2B leads using social media advertising, in particular, LinkedIn advertising.

Find more great resources on our blog: http://www.marketing-mojo.com/blog/

At MarketingProfs' B2B Marketing Forum, Marketing Mojo President and CEO Janet Driscoll Miller covered how to use social media advertising to find and convert your target B2B audience.

View these slides to see how you can generate quality B2B leads using social media advertising, in particular, LinkedIn advertising.

Find more great resources on our blog: http://www.marketing-mojo.com/blog/

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Using Social Media Advertising to Find and Convert Your Target B2B Audience - MarketingProfs B2B Forum 2015

  1. 1. @marketingmojo | @janetdmiller©2015, Janet Driscoll Miller Janet Driscoll Miller President and CEO @janetdmiller USING SOCIAL MEDIA ADVERTISING TO FIND AND CONVERT YOUR TARGET B2B AUDIENCE
  2. 2. @marketingmojo | @janetdmiller©2015, Janet Driscoll Miller
  3. 3. @marketingmojo | @janetdmiller©2015, Janet Driscoll Miller BEFORE YOU GET STARTED…
  4. 4. @marketingmojo | @janetdmiller©2015, Janet Driscoll Miller
  5. 5. @marketingmojo | @janetdmiller©2015, Janet Driscoll Miller SET YOUR EXPECTATIONS
  6. 6. @marketingmojo | @janetdmiller©2015, Janet Driscoll Miller SOCIAL IS NOT SEARCH INTENT (SEARCH ENGINES) IDENTITY (SOCIAL MEDIA)
  7. 7. @marketingmojo | @janetdmiller©2015, Janet Driscoll Miller THE INTENT CHALLENGE • “Social Media Management Software” › Enterprise level product: 12 months/$100,000 commitment • But WHO searches using this term?
  8. 8. @marketingmojo | @janetdmiller©2015, Janet Driscoll Miller THE PLATFORMS
  9. 9. @marketingmojo | @janetdmiller©2015, Janet Driscoll Miller
  10. 10. @marketingmojo | @janetdmiller©2015, Janet Driscoll Miller WHY LINKEDIN FOR B2B? B2B REACH. • World’s largest, most popular professional network • Over 380M members worldwide
  11. 11. @marketingmojo | @janetdmiller©2015, Janet Driscoll Miller WHY LINKEDIN FOR B2B? TARGETING OPTIONS. Demographic Targeting Options Location Continent Country State City Companies Name Industry Company size (also exclude current customers) Job Title Title Function Seniority School School Name Field of Study Field of Study Degree Degree Skills Skill Name Group Group Name Gender Gender Age Age
  12. 12. @marketingmojo | @janetdmiller©2015, Janet Driscoll Miller LINKEDIN DOES NOT HAVE… • Retargeting • Dayparting • Mobile display ads • Ad network • Conversion tracking (coming soon!)
  13. 13. @marketingmojo | @janetdmiller©2015, Janet Driscoll Miller YOUR LINKEDIN AD OPTIONS LinkedIn Marketing Solutions Self-Serve Ads Sponsored Updates
  14. 14. @marketingmojo | @janetdmiller©2015, Janet Driscoll Miller
  15. 15. @marketingmojo | @janetdmiller©2015, Janet Driscoll Miller LINKEDIN MARKETING SOLUTIONS: DISPLAY ADVERTISING • Display advertising on LinkedIn • Run on a CPM basis › Reach target impressions • Managed by LinkedIn (not self-serve) • https://business.linkedin.com/marketing- solutions/products/display-advertising
  16. 16. @marketingmojo | @janetdmiller©2015, Janet Driscoll Miller LINKEDIN DISPLAY ADVERTISING PROS AND CONS Pros Cons High level of visibility Minimum insertion order of $25,000 over 3 months Not available on mobile May have to broaden target audience (May not be ideal for short timeframe campaigns) As low as $25 CPL CPM pricing Guaranteed delivery May have to broaden target audience or lengthen campaign to reach delivery target
  17. 17. @marketingmojo | @janetdmiller©2015, Janet Driscoll Miller LINKEDIN’S MOBILE TRAFFIC 48% 52% Desktop Mobile Source: LinkedIn, 2Q2015
  18. 18. @marketingmojo | @janetdmiller©2015, Janet Driscoll Miller YOUR LINKEDIN AD OPTIONS LinkedIn Marketing Solutions Self-Serve Ads Sponsored Updates
  19. 19. @marketingmojo | @janetdmiller©2015, Janet Driscoll Miller
  20. 20. @marketingmojo | @janetdmiller©2015, Janet Driscoll Miller LINKEDIN SELF-SERVE ADS • Text ads sometimes accompanied by video or image • Run on a CPM or CPC basis • Managed by YOU • https://business.linkedin.com/marketing- solutions/products/display-advertising
  21. 21. @marketingmojo | @janetdmiller©2015, Janet Driscoll Miller LINKEDIN SELF-SERVE ADS PROS AND CONS Pros Cons High level of control No dayparting Only need 1,000 people in a targeting group Not available on mobile Small minimums ($2.00 CPC or CPM, $10 daily budget) No delivery guarantees Low CTR High degree of targeting Inventory reduced due to mobile Choice of CPM or CPC bidding As low as $20 CPL Cost has been increasing Schedule start and end dates
  22. 22. @marketingmojo | @janetdmiller©2015, Janet Driscoll Miller YOUR LINKEDIN AD OPTIONS LinkedIn Marketing Solutions Self-Serve Ads Sponsored Updates
  23. 23. @marketingmojo | @janetdmiller©2015, Janet Driscoll Miller
  24. 24. @marketingmojo | @janetdmiller©2015, Janet Driscoll Miller LINKEDIN CONTENT UPDATES • Sponsored updates that appear in LinkedIn newsfeed • https://business.linkedin.com/marketing- solutions/products/native-advertising
  25. 25. @marketingmojo | @janetdmiller©2015, Janet Driscoll Miller LINKEDIN SPONSORED UPDATES PROS AND CONS Pros Cons Only ad unit available on mobile Demographic targeting available CPM or CPC basis High conversion rates (over 10%) As low as $20 CPL Expect costs to increase
  26. 26. @marketingmojo | @janetdmiller©2015, Janet Driscoll Miller CASE STUDY: ENTERPRISE SOFTWARE 0 50 100 150 200 250 300 350 400 PPC Alone PPC and LinkedIn Conversions 0 100 200 300 400 500 600 700 PPC Alone PPC and LinkedIn Cost Per Lead $- $20,000.00 $40,000.00 $60,000.00 $80,000.00 $100,000.00 PPC Alone PPC and LinkedIn Cost
  27. 27. @marketingmojo | @janetdmiller©2015, Janet Driscoll Miller ROI OF LINKEDIN 1178% (pipeline)(revenue) ROI281%
  28. 28. @marketingmojo | @janetdmiller©2015, Janet Driscoll Miller
  29. 29. @marketingmojo | @janetdmiller©2015, Janet Driscoll Miller WHY FACEBOOK RETARGETING FOR B2B? Source: AdRoll
  30. 30. @marketingmojo | @janetdmiller©2015, Janet Driscoll Miller WHY FACEBOOK RETARGETING FOR B2B? Source: AdRoll
  31. 31. @marketingmojo | @janetdmiller©2015, Janet Driscoll Miller AD PLACEMENTS ON FACEBOOK
  32. 32. @marketingmojo | @janetdmiller©2015, Janet Driscoll Miller TARGETING BY OBJECTIVE
  33. 33. @marketingmojo | @janetdmiller©2015, Janet Driscoll Miller FACEBOOK HAS *SOME* B2B TARGETING Demographic Targeting Options Location Continent Country State City Companies Employer Name Industries Office Type (ex: home office) (also exclude current customers) Job Title Title School School Name Field of Study Field of Study Education Level Degree Currently in School App Users Current app users App not currently installed Gender Gender Age Age
  34. 34. @marketingmojo | @janetdmiller©2015, Janet Driscoll Miller ADVERTISING OPTIONS IN FACEBOOK Mobile Newsfeed Desktop Newsfeed Right Column Instagram
  35. 35. @marketingmojo | @janetdmiller©2015, Janet Driscoll Miller MOBILE NEWSFEED
  36. 36. @marketingmojo | @janetdmiller©2015, Janet Driscoll Miller FACEBOOK MOBILE NEWSFEED ADS • Ad units appearing in the Facebook newsfeed • Use images or video • Include a call to action • https://www.facebook.com/business/ads-guide/
  37. 37. @marketingmojo | @janetdmiller©2015, Janet Driscoll Miller FACEBOOK MOBILE NEWSFEED ADS PROS AND CONS Pros Cons Only ad unit available on mobile B2B performance questionable Demographic targeting available Limited B2B data compared to LinkedIn CPC or CPM basis Use retargeting lists
  38. 38. @marketingmojo | @janetdmiller©2015, Janet Driscoll Miller HOW TARGETED CAN YOU BE WITH FACEBOOK MOBILE?
  39. 39. @marketingmojo | @janetdmiller©2015, Janet Driscoll Miller ADVERTISING OPTIONS IN FACEBOOK Mobile Newsfeed Desktop Newsfeed Right Column Instagram
  40. 40. @marketingmojo | @janetdmiller©2015, Janet Driscoll Miller DESKTOP NEWSFEED
  41. 41. @marketingmojo | @janetdmiller©2015, Janet Driscoll Miller DESKTOP NEWSFEED
  42. 42. @marketingmojo | @janetdmiller©2015, Janet Driscoll Miller DESKTOP NEWSFEED
  43. 43. @marketingmojo | @janetdmiller©2015, Janet Driscoll Miller FACEBOOK MOBILE NEWSFEED ADS • Ad units appearing in the Facebook newsfeed • Use images or video • Include a call to action • Can use carousel ads • https://www.facebook.com/business/ads-guide/
  44. 44. @marketingmojo | @janetdmiller©2015, Janet Driscoll Miller FACEBOOK DESKTOP NEWSFEED ADS PROS AND CONS Pros Cons Demographic targeting available B2B performance questionable CPC or CPM basis Limited B2B data compared to LinkedIn Use retargeting lists
  45. 45. @marketingmojo | @janetdmiller©2015, Janet Driscoll Miller ADVERTISING OPTIONS IN FACEBOOK Mobile Newsfeed Desktop Newsfeed Right Column Instagram
  46. 46. @marketingmojo | @janetdmiller©2015, Janet Driscoll Miller RIGHT SIDE ADS
  47. 47. @marketingmojo | @janetdmiller©2015, Janet Driscoll Miller FACEBOOK RIGHT SIDE ADS • Ad units appearing in the Facebook right rail • Use images or video • No call to action button • Not available on mobile • https://www.facebook.com/business/ads-guide/
  48. 48. @marketingmojo | @janetdmiller©2015, Janet Driscoll Miller FACEBOOK DESKTOP NEWSFEED ADS PROS AND CONS Pros Cons Demographic targeting available B2B performance questionable CPC or CPM basis Limited B2B data compared to LinkedIn Use retargeting lists Cheaper than newsfeed ads (CPM of 10-20% lower than newsfeed) Not available on mobile Newsfeed feed CTR (against old format of side rail ads: 44x better Conversion rate 5x better Cost per conversion: 67% lower
  49. 49. @marketingmojo | @janetdmiller©2015, Janet Driscoll Miller ADVERTISING OPTIONS IN FACEBOOK Mobile Newsfeed Desktop Newsfeed Right Column Instagram
  50. 50. @marketingmojo | @janetdmiller©2015, Janet Driscoll Miller INSTAGRAM ADS
  51. 51. @marketingmojo | @janetdmiller©2015, Janet Driscoll Miller INSTAGRAM ADS • Ad units appearing in the Instagram newsfeed • Need an Instagram brand account • Use images only • Include a call to action • https://www.facebook.com/business/ads-guide/
  52. 52. @marketingmojo | @janetdmiller©2015, Janet Driscoll Miller FACEBOOK DESKTOP NEWSFEED ADS PROS AND CONS Pros Cons Demographic targeting available B2B performance questionable CPC or CPM basis Limited B2B data compared to LinkedIn Use retargeting lists
  53. 53. @marketingmojo | @janetdmiller©2015, Janet Driscoll Miller
  54. 54. @marketingmojo | @janetdmiller©2015, Janet Driscoll Miller ADVERTISING OPTIONS IN TWITTER Objective- Based Promoted Tweets Promoted Accounts Promoted Trends
  55. 55. @marketingmojo | @janetdmiller©2015, Janet Driscoll Miller TYPES OF OBJECTIVE-BASED TWITTER ADS • Followers • Website clicks or conversions • Tweet engagement • App installs or engagements • Leads on Twitter
  56. 56. @marketingmojo | @janetdmiller©2015, Janet Driscoll Miller TWITTER ADS • Ad units appearing in the Twitter feed • Need an Twitter brand account • Use images only • Include a call to action • https://biz.twitter.com/ad-products
  57. 57. @marketingmojo | @janetdmiller©2015, Janet Driscoll Miller TWITTER ADS PROS AND CONS Pros Cons Demographic targeting available B2B performance questionable Targeting for business categories is based on “interests” and “behaviors” Set start and end dates CPM basis Limited B2B data compared to LinkedIn Use retargeting lists App targeting Conversion tracking
  58. 58. @marketingmojo | @janetdmiller©2015, Janet Driscoll Miller INTEGRATION AND ATTRIBUTION
  59. 59. @marketingmojo | @janetdmiller©2015, Janet Driscoll Miller WHY INTEGRATE CHANNELS?
  60. 60. @marketingmojo | @janetdmiller©2015, Janet Driscoll Miller WHY INTEGRATE CHANNELS?
  61. 61. @marketingmojo | @janetdmiller©2015, Janet Driscoll Miller INTEGRATION: IT’S A PIECE OF CAKE
  62. 62. @marketingmojo | @janetdmiller©2015, Janet Driscoll Miller LAYERING Social Targeting (LinkedIn) Retarget (Google AdWords, Bing Ads, Twitter, Facebook)
  63. 63. @marketingmojo | @janetdmiller©2015, Janet Driscoll Miller STEP BY STEP TO CONVERT AND ATTRIBUTE 1. Put retargeting code on landing pages and website pages. 2. Run LinkedIn campaigns to targeted audiences. Tag campaign URLs. 3. Tag visitors accordingly, both with retargeting code and cookies. 4. Run retargeting campaigns on other platforms. 5. Upon conversion, pull down cookies with demographic data. 6. Analyze. Review conversions and cost per conversion for each platform. › Also check out AdStage.
  64. 64. @marketingmojo | @janetdmiller©2015, Janet Driscoll Miller JANET DRISCOLL MILLER President and CEO 434.975.6656 x101 jmiller@marketing-mojo.com @janetdmiller +JanetDriscollMiller

Notas

  • No relation to Jason Miller – so this LinkedIn coverage is all my stuff. 
    I do not represent any of these channels today.
  • Lower CTR on social
    But often higher quality, ROI
  • Who is searching this term?
    The soccer mom who is managing a Facebook page for her child’s soccer team?
    The owner of a local bakery with a social media presence?
    Or the CMO of a Fortune 500 company?
  • Self-serve ads coupled with Google Adwords retargeting
  • ×