Secrets of Advanced SOCIAL MEDIA AdvertisingHow to take your social media program to the next level.

PRESENTED BY: MICHAEL REYNOLDS

Michael ReynoldsAbout Michael: •President / CEO of SpinWeb •Cellist •Sushi connoisseur •Tennis player •Marketing/tech nerd •www.spinweb.net •@michaelreynolds

Social Media StatisticsAccording to Edison Research: •56% of Americans have a social media profile •55% of Americans 45-54 have a social media profile •22% of Americans use social media several times/day •64% of American say social media influences

purchase behavior

Most Social Media TacticsWhat You’ve Been Told •Post something a few times a week •Post images for engagement •Start conversations •Encourage engagement through

questions •Social media is “free” •Boost posts for more reach

Is This Driving Sales?

Tactics Focused on RevenueA Business-centric Strategy: •Understand how to target the right people •How to tie campaigns to inbound marketing •Integrate social media with your website traffic •Track results and lead acquisition cost

Inbound Marketing

Social Media

Search Content Marketing

Sale Sale

Landing pages / CTAs

Email campaigns

Conversion optimization

Workflows / Segmentation

Lead scoringCRM integration

Inbound Marketing

Social Ad Platforms

LinkedIn Ad Platform

Sponsor Content

Targeting the Right People

LinkedIn Best PracticesUse LinkedIn For: •Getting articles, videos, reports in front of people •Test variations to see what works best •Drive traffic to your website* •Primarily B2B targeting •Very detailed buyer persona targeting

*(We will use this later)

Facebook Business Manager

Facebook Business Manager

Facebook Sponsored Posts

Facebook Demographics

Facebook Custom Audiences

Facebook Custom Audiences

Facebook Custom Audiences

Facebook Custom Audiences

Facebook Custom Audiences

Facebook Custom Audiences

Lookalike Audiences

Conversion Tracking

Conversion Tracking

Facebook Best PracticesUse Facebook For: •Getting articles, videos, reports in front of people •Test variations to see what works best •Drive traffic to your website •B2B and B2C targeting •Moderately detailed buyer persona targeting (mostly

focused on consumer) •Very mature re-marketing platform

Twitter Ad Platform

Twitter Ad Creative

Twitter Ad Targeting

Twitter Ad Targeting

Twitter Ad Targeting

Twitter Ad Targeting

Twitter Ad Targeting

Twitter Ad Results Tracking

Twitter Best Practices

Use Twitter For: •Getting articles, videos, reports in front of people •Test variations to see what works best •Drive traffic to your website •B2B and B2C targeting •Moderately detailed buyer persona targeting •Somewhat mature re-marketing platform

Putting it All Together

Developing a Strategy

Build Your Plan: •Decide who you want to target •Decide how you want to reach them •Decide how you want to nurture them •Decide how you want to convert them •Decide how you want to encourage

them to buy

Build traffic by promoting blog posts, videos, etc. to the right people (+SEO)

Re-target those people with conversion-based offers (webinars, downloads)

Grow your CRM/database and facilitate the sale through sales, e-commerce, etc.

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2

3

Professional ServicesProgram Scenario: 1.Publish consultative articles and promote to

personas (+SEO traffic) 2.Build custom audiences based on website visitors 3.Promote webinars, events to audiences based on

interest 4.Grow contact database/CRM with registrants 5.Business development team opens conversations

with leads based on interest

Health Care

Program Scenario: 1.Publish wellness articles and promote to personas 2.Build custom audiences based on website visitors 3.Promote workshops, videos, ebooks, to audiences

based on interest 4.Grow contact database with offers 5.Create email campaigns based on interest

Non-profit / AssociationProgram Scenario: 1.Publish blog posts, ebooks and promote to

personas 2.Build custom audiences based on website visitors,

previous donors or member database 3.Promote events, workshops, conferences to

audiences based on interest 4.Grow contact database with offers 5.Create donor request campaigns tied to programs

and interests

Consumer Products/ServicesProgram Scenario: 1.Publish blog posts to personas and for SEO 2.Build custom audiences based on website visitors

and track what products/services are viewed 3.Deliver promotions/specials to audiences on

social media based on interest 4.Convert people who have abandoned shopping

carts or contact forms

Software CompanyProgram Scenario: 1.Publish solution-rich blog posts to personas and

for SEO 2.Build custom audiences based on website visitors 3.Promote regular teaching webinars to visitors and

grow CRM database 4.Convert audiences and CRM database with

promotion for free trial or consultation

Best PracticesRunning Your Campaigns: •Experiment and test with creative, copy, etc. •Look at the long game… create a system •Run both timed and evergreen campaigns

Need a Little Help?

SpinWeb Will: 1.Set up your ad platforms 2.Configure custom audiences and conversion tracking 3.Configure persona targeting and lookalike audiences 4.Set up ad templates and initial campaigns 5.Provide 30 days of support and consulting

spinweb.net/radio

Secrets of Advanced SOCIAL MEDIA AdvertisingHow to take your social media program to the next level.

PRESENTED BY: MICHAEL REYNOLDS