[Webinar] The 5 Steps to a High-Converting Social Media Campaign
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@MPatterson22 @unbounce #unwebinar Michael Patterson Digital Marketing Specialist Sprout Social The 5 Steps of a High-Converting Social Media Campaign Thank you for joining us! We’ll be starting in just a few minutes. Ryan Engley Director of Customer Success Unbounce
[Webinar] The 5 Steps to a High-Converting Social Media Campaign
1. @MPatterson22 @unbounce #unwebinar Michael Patterson Digital
Marketing Specialist Sprout Social The 5 Steps of a High-Converting
Social Media Campaign Thank you for joining us! Well be starting in
just a few minutes. Ryan Engley Director of Customer Success
Unbounce
2. The recording and slides will be emailed by the end of the
week
3. try.unbounce.com/for-social-media-conversions
4. Stick around after the UnwebinarSee how Unbounce can help
you quickly build and publish targeted landing pages (without
having to code)
5. @Ryan_Engley @unbounce #unwebinar Join our chat on Twitter
Ryan Engley Director of Customer Success Unbounce @Ryan_Engley
6. @MPatterson22 @unbounce #unwebinar Join our chat on Twitter
Michael Patterson Digital Marketing Specialist Sprout Social
@MPatterson22
7. The 5 Steps of a High-Converting Social Media Campaign
8. The 5 Steps of a High Converting Social Media Campaign
9. FUEL THE TOP OF YOUR FUNNEL BY INCREASING YOUR SOCIAL
REACH
10. Increase Your Reach The 5 Steps of a High Converting Social
Media Campaign
11. @morys @unbounce #unwebinar How can you increase your
social reach? Optimize for social shares. Get to know the network
algorithms. Experiment with real-time marketing. Embrace the use of
hashtags. @mackfogelson @unbounce #unwebinar@chrisgoward @unbounce
#unwebinar@supahstef @unbounce #unwebinar@MPatterson22 @unbounce
#unwebinar
12. Getting a social share, such as a Retweet, is one of the
quickest ways to immediately expand the reach of one of your social
posts: so how do you get more? Optimize for Shares @mackfogelson
@unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef
@unbounce #unwebinar@MPatterson22 @unbounce #unwebinar Mention
popular people or companies. Research your old social posts. Spend
the time to create great content. Network with content
partners.
13. @morys @unbounce #unwebinar u - affinity score between
viewer and creator w - weight for this edge type d - time decay
factor Study the Algorithms @morys @unbounce
#unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce
#unwebinar@supahstef @unbounce #unwebinar@MPatterson22 @unbounce
#unwebinar Knowing the acceptableand unacceptable posting practices
will help you from getting penalized, and can result in increased
reach.
14. Take advantage of popular, trending world events in order
to increase the reach of your brand. Try Real-Time Marketing
@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce
#unwebinar@supahstef @unbounce #unwebinar@MPatterson22 @unbounce
#unwebinar
15. @morys @unbounce #unwebinar Embrace the Hashtag Find
hashtags relevant to your industry. Create your own custom hashtag.
@morys @unbounce #unwebinar@mackfogelson @unbounce
#unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce
#unwebinar@MPatterson22 @unbounce #unwebinar
16. CREATE & SHARE CONTENT THAT DRIVES MORE CLICKS THROUGH
TO YOUR LANDING PAGE
17. Fuel Your Funnel with Increased Reach Create Highly
Clickable Content The 5 Steps of a High Converting Social Media
Campaign
18. @morys @unbounce #unwebinar How can you drive more clicks?
Use historical data to see which copy resonates with your audience.
Use historical data to see which days of the week drive most
clicks. Use historical data to see which times of the day drive
most clicks. @mackfogelson @unbounce #unwebinar@chrisgoward
@unbounce #unwebinar@supahstef @unbounce #unwebinar@MPatterson22
@unbounce #unwebinar
19. Try exporting all of your past data and creating a word
cloud. This will help you quickly see which types of copy gets
clicks. Use Copy that Resonates @mackfogelson @unbounce
#unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce
#unwebinar@MPatterson22 @unbounce #unwebinar How strong of a CTA?
Are there specific buzz words? What kind of voice resonates?
20. Our temperaments, interests and needs change as we move
through the week: so should your social strategy. Schedule Posts
for the Best Days @mackfogelson @unbounce #unwebinar@chrisgoward
@unbounce #unwebinar@supahstef @unbounce #unwebinar@MPatterson22
@unbounce #unwebinar
21. Just like the day of the week, we typically feel
differently at various times of the day. For example, are your fans
more likely to click on your posts while commuting into work?
Schedule Posts for the Best Times @mackfogelson @unbounce
#unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce
#unwebinar@MPatterson22 @unbounce #unwebinar
22. @MPatterson22 @unbounce #unwebinar NSAMCWADLP Oli
Gardner
23. ALWAYS USE A UNIQUE LANDING PAGE FOR SOCIAL CAMPAIGNS
24. Fuel Your Funnel with Increased Reach Use Data to Increase
Clicks Customize the Experience The 5 Steps of a High Converting
Social Media Campaign
25. Think about your full marketing experience. Youre setting
expectations for your visitors when they click your social posts or
ads. What kinds of experiences are you creating? Are you following
through on the expectations you set? How does this impact your
conversation rates? Think Beyond Your Social Post @mackfogelson
@unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef
@unbounce #unwebinar@Ryan_Engley @unbounce #unwebinar
30. These Are Poor Marketing Experiences @mackfogelson
@unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef
@unbounce #unwebinar@MPatterson22 @unbounce #unwebinar Theyre awful
for your visitors and bad for your conversion rates. @mackfogelson
@unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef
@unbounce #unwebinar@Ryan_Engley @unbounce #unwebinar
36. Improve Relevance by Improving Message Match @mackfogelson
@unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef
@unbounce #unwebinar@MPatterson22 @unbounce #unwebinar Make sure
that your headlines match your visitors expectations and reassure
them that theyre in the right place. Your landing pages hero shot
should accurately represent your product or service (and match the
imagery in your ad or post). @mackfogelson @unbounce
#unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce
#unwebinar@Ryan_Engley @unbounce #unwebinar
37. What Do I Want My Visitors to Do When They Land on My Page?
@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce
#unwebinar@supahstef @unbounce #unwebinar@MPatterson22 @unbounce
#unwebinar Your campaign should have one goal. @mackfogelson
@unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef
@unbounce #unwebinar@Ryan_Engley @unbounce #unwebinar
42. Attention Ratio is the ratio of things your visitors can do
on a page to the number of things you want them to do. This page
has an attention ratio of 32:1 Reduce Your Attention Ratio to 1:1
@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce
#unwebinar@supahstef @unbounce #unwebinar@MPatterson22 @unbounce
#unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce
#unwebinar@supahstef @unbounce #unwebinar@Ryan_Engley @unbounce
#unwebinar
47. ENGAGE WITH YOUR CUSTOMERS TO REDUCE YOUR CHURN RATE
48. Fuel Your Funnel with Increased Reach Use Data to Increase
Clicks Customize the Experience Reduce Churn The 5 Steps of a High
Converting Social Media Campaign
49. @morys @unbounce #unwebinar The Current State of Social
Engagement @morys @unbounce #unwebinar@mackfogelson @unbounce
#unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce
#unwebinar@MPatterson22 @unbounce #unwebinar
50. @morys @unbounce #unwebinar How can you improve engagement?
Respond to all inbound messages in a complete and timely manner.
Monitor for non-branded social media mentions. Get the rest of your
teams involved in your social marketing efforts. @mackfogelson
@unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef
@unbounce #unwebinar@MPatterson22 @unbounce #unwebinar
51. Respond to All Messages @mackfogelson @unbounce
#unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce
#unwebinar@MPatterson22 @unbounce #unwebinar Not counting trolls or
accidental posts, its important to respond to every message that is
sent to your brand and in a timely manner. Engaging with your
customers can help quell post-purchase dissonance.
52. Monitor for Non-Branded Social Mentions @mackfogelson
@unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef
@unbounce #unwebinar@MPatterson22 @unbounce #unwebinar Not every
person will include you in their gripingsome probably think youll
never actually even see their message! Monitor for brand and
product mentions, then surprise customers and prove that you truly
care.
53. Get Your Team on Social @mackfogelson @unbounce
#unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce
#unwebinar@MPatterson22 @unbounce #unwebinar Its not always the
case that the person responding on social will have all of the
answers. Work towards getting the rest of your team on social for
better collaboration.
54. BUILD ON THESE RELATIONSHIPS TO INCREASE CUSTOMER LIFETIME
VALUE
55. Fuel Your Funnel with Increased Reach Repeat Use Data to
Increase Clicks Customize the Experience Reduce Churn The 5 Steps
of a High Converting Social Media Campaign
56. @morys @unbounce #unwebinar How Can You Continue Driving
Sales? Get your current customers back to your site. Encourage
brand advocacy from your customers. Increase reach through customer
generated content. @mackfogelson @unbounce #unwebinar@chrisgoward
@unbounce #unwebinar@supahstef @unbounce #unwebinar@MPatterson22
@unbounce #unwebinar
57. Engage Past Customers @mackfogelson @unbounce
#unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce
#unwebinar@MPatterson22 @unbounce #unwebinar The Pareto Principle
would state that 80% of our revenue is generated from 20% of our
customersso continue to engage with them!
58. Promote Customer Advocacy @mackfogelson @unbounce
#unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce
#unwebinar@MPatterson22 @unbounce #unwebinar If your customers
truly love your product you can create a referral program promoting
customer advocacy. Give them unique links they can use to drive
traffic via social.