8 Paid Promotion Tactics That Will Get You To Quit Organic Traffic

•

2 likes•2,525 views

If your content marketing launches aren't getting the results you want consistently, these paid media tactics will help you show a faster ROI from content marketing.

Marketing

The
8 Paid Promotion Tactics
That Will Get You To
Quit Organic Traffic
@KaneJamison // #MozCon
Presentation + Resources: hmny.co/paidcontentpromotion

Think Audience Acquisition
@KaneJamison
1.
#MozCon

Most people think of paid search down here…
@KaneJamison #MozCon

@KaneJamison
But they forget about paid social up here…
Most people think of paid search down here…
#MozCon

@KaneJamison
How Paid Social Math Works:
20,000 visits x $0.50 CPC x 0.5% conversion = 100 sales
How Paid Search Math Works:
1,000 visits x $10 CPC x 10% conversion = 100 sales
#MozCon

Split Test To Find
The Winners
@KaneJamison
2.
#MozCon

Step 1: Segment Your Audience
9.4m
Golfers Over 40
@KaneJamison #MozCon
Location: United States
Age: 40-65+

36k
Men
35k
Women
Step 1: Segment Your Audience
@KaneJamison #MozCon
Location: South Carolina
Age: 40-65+
Behaviors:
Frequent Travelers
Business Travelers

Step 2: Segment Your Creative
@KaneJamison #MozCon

Step 3: Split Test Creative For Each Segment
@KaneJamison
HEADLINE A
XHEADLINE B
HEADLINE C
=
A B C
A B C
A B C
#MozCon

A B C
A B C
A B C
Step 4: Promote The Winners
@KaneJamison #MozCon

Step 4: Promote The Winners
@KaneJamison
CPC CTR
$ 0.67 1.6 %
$ 0.25 4.0 %
Phase 1: 10-20% of Budget
(identifying the winners)
Phase 2: 80-90% of Budget
(promoting the winners)
#MozCon

Convert Winners To
Organic Posts
@KaneJamison
3.
#MozCon

Converting To Organic Doesn’t Always Work
@KaneJamison #MozCon

But When It Does The Effect Is Significant
@KaneJamison #MozCon

…And CPC Drops In Turn
@KaneJamison #MozCon

Targeting
Influencers & Journalists
@KaneJamison
4.
#MozCon

@KaneJamison
66k
U.S. Facebook
Users Over 22
With Journalist
Job Titles
hmny.co/paidcontentpromotion #MozCon

@KaneJamison
35k
U.S. Facebook
Users Over 22
With Blogger
Job Titles
hmny.co/paidcontentpromotion #MozCon

@KaneJamison
Influencer Ads
Influencer Outreach
Content
Launch
Outreach
Begins
Campaign Timeline for Influencer & Journalist Ads
hmny.co/paidcontentpromotion #MozCon

@KaneJamison
Influencers & Journalists on Twitter?
hmny.co/paidcontentpromotion #MozCon

@KaneJamison
Choose Your Exact Twitter Audience Instead
hmny.co/paidcontentpromotion #MozCon

Getting B2B
Targeting Costs Down
@KaneJamison
5.
#MozCon

@KaneJamison
Linkedin Costs Getting Too High?
#MozCon

@KaneJamison
Linkedin Costs Getting Too High?
ಠ_ಠ
#MozCon

@KaneJamison
Great Blog Post
Avoid Paying Linkedin More Than Once…
#MozCon

Integrating Your Email List
@KaneJamison
6.
#MozCon

6. Integrating Your Email List
@KaneJamison
70-90% of your
subscribers like your
content but don’t like
your emails.
#MozCon

6. Integrating Your Email List
@KaneJamison
Build a custom
audience of email
haters and make sure
they’re seeing your
most important
content.
#MozCon

6. Integrating Your Email List
@KaneJamison
Build 1% lookalike
audiences of your
best subscribers &
customers and run
your best content ads
to other people like
them.
#MozCon

Use Video For
Super Cheap Engagement
@KaneJamison
7.
#MozCon

Image Ads vs. Video Ads
@KaneJamison
Results after split testing images and video ads:
Source: http://marketingland.com/video-ad-quality-affects-campaign-performance-facebook-218790
+300% ROI
After Calculating LTV
+43% ROI
After Factoring In
Higher Production
Costs
Aden Andrus,
Disruptive
Advertising
#MozCon

Simple Video Creation Options
@KaneJamison
Native Facebook Third Party Video Tools
#MozCon

Retarget For The
Conversion
@KaneJamison
8.
#MozCon

@KaneJamison
Retargeting
visitors that didn’t
take your email
offer on the
website is a great
next step.
#MozCon

@KaneJamison
Don’t be afraid to
retarget for the
sale after a visitor
views content on
your site.
#MozCon

1.
Think
Audience
Acquisition
2.
The 4-Step
Campaign
Structure
3.
Targeting
Influencers
& Journalists
4.
Getting B2B
Targeting
Costs Down
5.
Content
Promotion
for Events
6.
Integrating
Your Email
List
7.
Using Video
For Cheap
Engagement
8.
Retargeting
for the
Conversion
@KaneJamison #MozCon

@KaneJamison #MozCon
42
Thank You!
>>> hmny.co/paidcontentpromotion <<<

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8 Paid Promotion Tactics That Will Get You To Quit Organic Traffic

1. The 8 Paid Promotion Tactics That Will Get You To Quit Organic Traffic @KaneJamison // #MozCon Presentation + Resources: hmny.co/paidcontentpromotion

6. Think Audience Acquisition @KaneJamison 1. #MozCon

7. Most people think of paid search down here… @KaneJamison #MozCon

8. @KaneJamison But they forget about paid social up here… Most people think of paid search down here… #MozCon

9. @KaneJamison How Paid Social Math Works: 20,000 visits x $0.50 CPC x 0.5% conversion = 100 sales How Paid Search Math Works: 1,000 visits x $10 CPC x 10% conversion = 100 sales #MozCon

10. Split Test To Find The Winners @KaneJamison 2. #MozCon

11. Step 1: Segment Your Audience 9.4m Golfers Over 40 @KaneJamison #MozCon Location: United States Age: 40-65+

12. 36k Men 35k Women Step 1: Segment Your Audience @KaneJamison #MozCon Location: South Carolina Age: 40-65+ Behaviors: Frequent Travelers Business Travelers

13. Step 2: Segment Your Creative @KaneJamison #MozCon

14. Step 3: Split Test Creative For Each Segment @KaneJamison HEADLINE A XHEADLINE B HEADLINE C = A B C A B C A B C #MozCon

15. A B C A B C A B C Step 4: Promote The Winners @KaneJamison #MozCon

16. Step 4: Promote The Winners @KaneJamison CPC CTR $ 0.67 1.6 % $ 0.25 4.0 % Phase 1: 10-20% of Budget (identifying the winners) Phase 2: 80-90% of Budget (promoting the winners) #MozCon

17. Convert Winners To Organic Posts @KaneJamison 3. #MozCon

18. Converting To Organic Doesn’t Always Work @KaneJamison #MozCon

19. But When It Does The Effect Is Significant @KaneJamison #MozCon

20. …And CPC Drops In Turn @KaneJamison #MozCon

21. Targeting Influencers & Journalists @KaneJamison 4. #MozCon

22. @KaneJamison 66k U.S. Facebook Users Over 22 With Journalist Job Titles hmny.co/paidcontentpromotion #MozCon

23. @KaneJamison 35k U.S. Facebook Users Over 22 With Blogger Job Titles hmny.co/paidcontentpromotion #MozCon

24. @KaneJamison Influencer Ads Influencer Outreach Content Launch Outreach Begins Campaign Timeline for Influencer & Journalist Ads hmny.co/paidcontentpromotion #MozCon

25. @KaneJamison Influencers & Journalists on Twitter? hmny.co/paidcontentpromotion #MozCon

26. @KaneJamison Choose Your Exact Twitter Audience Instead hmny.co/paidcontentpromotion #MozCon

27. Getting B2B Targeting Costs Down @KaneJamison 5. #MozCon

28. @KaneJamison Linkedin Costs Getting Too High? #MozCon

29. @KaneJamison Linkedin Costs Getting Too High? ಠ_ಠ #MozCon

30. @KaneJamison Great Blog Post Avoid Paying Linkedin More Than Once… #MozCon

31. Integrating Your Email List @KaneJamison 6. #MozCon

32. 6. Integrating Your Email List @KaneJamison 70-90% of your subscribers like your content but don’t like your emails. #MozCon

33. 6. Integrating Your Email List @KaneJamison Build a custom audience of email haters and make sure they’re seeing your most important content. #MozCon

34. 6. Integrating Your Email List @KaneJamison Build 1% lookalike audiences of your best subscribers & customers and run your best content ads to other people like them. #MozCon

35. Use Video For Super Cheap Engagement @KaneJamison 7. #MozCon

36. Image Ads vs. Video Ads @KaneJamison Results after split testing images and video ads: Source: http://marketingland.com/video-ad-quality-affects-campaign-performance-facebook-218790 +300% ROI After Calculating LTV +43% ROI After Factoring In Higher Production Costs Aden Andrus, Disruptive Advertising #MozCon

37. Simple Video Creation Options @KaneJamison Native Facebook Third Party Video Tools #MozCon

38. Retarget For The Conversion @KaneJamison 8. #MozCon

39. @KaneJamison Retargeting visitors that didn’t take your email offer on the website is a great next step. #MozCon

40. @KaneJamison Don’t be afraid to retarget for the sale after a visitor views content on your site. #MozCon

41. 1. Think Audience Acquisition 2. The 4-Step Campaign Structure 3. Targeting Influencers & Journalists 4. Getting B2B Targeting Costs Down 5. Content Promotion for Events 6. Integrating Your Email List 7. Using Video For Cheap Engagement 8. Retargeting for the Conversion @KaneJamison #MozCon

42. @KaneJamison #MozCon 42 Thank You! >>> hmny.co/paidcontentpromotion <<<

8 Paid Promotion Tactics That Will Get You To Quit Organic Traffic

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