10 Ways to Make Your Social Media Marketing Rock!
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Join Marketo social media marketing rock stars Lisa Marcyes and Scott Minor to hear about all the latest advancements in social media marketing and how you can leverage them to rock with your audience. Attend for the latest tips on: - Leveraging social media to drive engagement with your audience - Incorporating social media marketing into every stage of the buyer’s journey - Effectively measuring social media marketing to determine real business ROI
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10 Ways to Make Your Social Media Marketing Rock!
- 1. 10 Ways to Make Your Social Media Strategy Rock! Lisa Marcyes, Social Media Marketing Manager @lisa_marcyes Scott Minor, Online Marketing Program Manager @ScottMinor_
- 2. • Audience Analysis • Content Best Practices • How to Optimize Social Reach • Targeting and Campaign Structure • Metrics and Analysis for Social • Testing and Retargeting Agenda
- 3. There are 2.3B active social media users, with 1M new active mobile social users added every day. -Social Media Today
- 4. 1. Understand Your Audience
- 5. Tone Topics Type Delivery Make Your Lyrics Memorable
- 6. 2. Set the Beat Industry News, Infographics, Tips & Tricks Early Mid Late Contests, Webinars, Newsletters Demo, Trial Service, Click to Purchase
- 7. 3. Create a Brand Voice
- 8. 4. Hit the Right Note… • Visuals • Engage • Video/live streaming • Have fun • Visuals • Ask questions • Engage • Post regularly • Go where your customers are (Groups) • Visuals • Twitter Lists • Tweet Chats • Video/live streaming • Polls • Engage with followers • Quality • Use the right hashtags • Keep messaging short • Be human • Think about your username • Engage, engage, engage • Use geo-filters • Post regularly
- 9. 5. Listening Educate Engage Support
- 10. Photos • Color • Relevant Video • Use Customer-Centric Titles • Include Targeted Keywords in Description • Use Social Sharing Livestreaming • Be Human • Consider Your Headline • Short and Sweet 6. Get Visual!
- 11. Where will our band tour? How do I find my audience? 7. Targeting Matters
- 12. Organic posts go to all followers. Dark posts & ads can target by: • Geography • Things they like/follow • Interest • Keyword • Company/Title/Industry How to Target Paid Ads
- 13. Who they follow, keyword, like my followers Lead cards, website cards, mobile? Different Networks, Different Options Age, gender, interests, Lookalikes Mobile? Lead Ad? Right column? Instagram? Exclusions? Co. size, seniority, groups, job function, title, skills Sponsored update? InMail? Exclusions? ABM?
- 14. Market the same piece in different ways for different audiences Remix great content for new audiences
- 15. Build a stage that showcases your act to best advantage 8. Structure Campaign Smartly
- 16. Start with measurement in mind. Separate your campaigns by goal (FB/IG & TW force this) • Clicks? Post interaction? Conversion? App download? • Arranged by customer lifecycle: awareness, engagement, purchase, loyalty • Just 1 live ad (or test 2 ads) per ad set • Makes it easy to optimize spend toward what’s working, & away from what’s not Campaign - (Ad Set) - Ad Structure
- 17. Marketo has campaigns arranged around key areas of interest. Targeting and ebooks matched up. • Account-based marketing • Lead management/lead nurture • Mobile marketing • Social media marketing • and an ‘Umbrella’ or more inclusive/broad campaign @Marketo example
- 18. Create parallel campaigns for different time zones to ensure daily budget isn’t all used up by earliest ones. • Saw big uptick in reach & performance simply by targeting North American west coast separately from all NOAM. • Considering parallel campaigns for entry- level vs higher seniority on LinkedIn @Marketo Quick Tip:
- 19. How many people are buying concert tickets? Downloading biggest hit? Complete album? 9. Use the Metrics That Matter
- 20. Metrics available from social network interface, Google Analytics, marketing automation Early Stage Metrics: • Reach/Impressions • CTR/Engagement • Conversions • New Names, Cost per Lead/Acquisition Metrics That Matter
- 21. Mid Stage Metrics: • MQL/SQL • Opportunity & Pipeline Late Stage Metrics: • Opportunities Won • Revenue & ROI • Customer LTV Metrics That REALLY Matter Look at both First Touch AND Multi-Touch Attribution
- 22. Which songs work best to open the show? What’s the right mix of new songs & big hits in the set list? 10. Always Be Testing
- 23. A/B Testing on Ads
- 24. Actionable learnings: What lessons did I learn from a test that I can apply to other ads? • Short text vs long text • Simple/stock image vs fully designed ad • Headline asks a question vs written as a listicle • Extra-bold colors vs more natural My Favorite Kinds of Tests
- 25. Let ‘em hear it again! Or maybe a remix will draw new fans who didn’t like the original? 11. Retargeting!
- 26. • Convert prospects who didn’t do so the first time around • Nurture specific contacts in your database • Cross-sell/Upsell customers • Exclude audience from campaigns • Create Lookalike audiences • Multi-channel campaigns Retargeting Tactics Retargeting List Options Website visitors Specific URLs Custom audiences Marketing Automation lists Ad Bridge Lookalike audiences
- 27. Retargeting campaign for non-converted prospects worked best when structured similar to Nurture program: • Web visitors from the most recent week: “heavy” BOFU content, like thought leadership pieces, analyst reports • Visitors from the prior week: MOFU content, like ebooks, Definitive Guides • Visitors from 4 weeks ago: “light” TOFU content, like cheat sheets, easy-to-use templates @Marketo example
- 28. • Have a Clear Strategy for Every Channel • Get to Know Your Audience • Give Your Customers What THEY want • Track Your Social Efforts • Test, Test, Test… • Make Social a Part of Omni-Channel Key Takeaways
- 29. Questions?
Editor's Notes
- It may seem like madness when you’re looking out at an audience. You’ve got roadies in the back setting up. You’ve got sound technicians working on the sound systems, the stars on the stage putting on a performance, people in the crowd from all walks of life. Before you jump into the tactical details and start rocking out your social media plan, it’s critical that you take the time to understand your audience. Really take a look at who they are and what they care about. Some great questions to ask. What is their background? Where do they work and what are their responsibilities? What are their business goals and how can your products help them achieve their goals? What are their challenges and pain points? This is a great place to start-looking at how your product can alleviate their pain points…exploring how YOU can help THEM. Where are they consuming content? What channels are they on? Really look to see if there are social channels where they do and don’t engage. Lastly, look at what kind of content they are interacting with. Do they have an interest in a particular solution or product? Does a particular type of messaging will speak to them directly? And more broadly, what content topics are they interested in? This research definitely requires an initial investment, but it pays off throughout the customer lifecycle—not only for targeting your social media marketing campaigns, but across all of your marketing efforts. And when you really know where each buyer is in their journey, you can create differing CTA’s to encourage movement toward the next conversion—whether that’s sharing content, making a purchase, or recommending you to a friend. Understanding where your followers are in their buyer’s journey really does allow you to have RELEVANT social conversations. Be social on social. While everyone in the audience varies and have different backgrounds, but in the end, the one thing they have in common is they’re there to see your concert. They chose your brand to interact with and now You’re job is to find that harmony that draws them in and keeps them coming back for more.
- Once you have a thorough understanding of who your audience is, you can start mapping out your social media marketing strategy by determining the kind of content you’ll need across your social channels. Having insights into your audience helps you when determining how to: • set the tone, style, and delivery strategies for your content: For example, some might respond best to a light, soft jazz, while others might be looking to really rock out. • you can target the topics you should be writing about by researching what your customers are interested in and talking about. Is it all going to be about heartbreak, or would do they want to hear medleys about a day in the life. If you ever get stuck on wondering just what content your audience wants, you can always pose the question, “What would you like us to cover or address? within the differing platforms.” • you can figure out where buyers get their information and how they want to consume it: For example, does your audience like behind the scene videos, or do they prefer Q&A’s? Do they spend their time streaming on Spotify, or are they searching videos on YouTube or Twitters new #nowplaying hashtag? This information can inform the way you create and distribute your content. Next you’ll want to think about the channel you’re posting to. For example, on Snapchat, your audience may be looking for light, fun conversational content, whereas, on Linkedin, your audience may be looking for more substantial topic reading. (transition) When you’re consistently showing up in someone’s feed, you’re more likely to influence their next plan or purchase. Did you know that 60% of Twitter followers purchase from a business because of something they saw on Twitter? That’s a pretty staggering number. Tone, Topics, Type, Delivery
- Setting the beat. You can be all hard rock (hard in selling) and pound customers with sales pitches, or you can look at presenting a variety of options, Building a relationship with your audience. Really show them the heart of the music.. Let’s dig a little deeper and consider the different types of messages that you can deliver over social media. At Marketo, for example, we not only aim to create valuable content for our customers, but focus on educating first, and selling second. Because of this philosophy, we follow a 4-1-1 rule. For every 4 educational or entertaining assets (infographic, blog, or industry news article), you offer as early stage messaging, 1- soft/mid-level promotion (a more solution focused asset) and 1 - hard/late-stage promotion (a demo, for example). This mix allows you to offer value that far outweighs the sales element of your mid and late-stage promotions and educate your customer so they are more welcoming to the later stage messages. Early: Industry News Infographic Tips/Tricks Mid: Contest Webinar Newsletter Late: Demo Trial Service Click to Purchase
- This is the fun part. Really think about if you’re a rock n roll, country, oldies station….or if you fancy yourself more classical! In the B2B world social media has become a go-to for brand development and customer engagement. It’s an easy way to stay in touch with customers and creatively market your products or services. 63% of millennials report staying up to date on brands through social media, and 46% of millennials use social media when making online purchases. The canvas really is blank, ready for you to create a masterpiece. A few key ways you can utilize social to create an rockin brand voice? Create content that educates & is targeted to your key personas Personalize, put the ‘social’ in social media Have 2-way conversations. Talking about nothing but your brand is boring.
- Here’s what works for us! Need to establish regular cadence of posting. Without this level of commitment, your followers will quickly forget about you and move on to more active brands. Inconsistency produces exactly that result. On the flip side of this, it’s important not to post the same thing multiple times. Keep your content fresh so your followers find value! Twitter: 320M active users 500M Tweets/day 77% of users feel positive about a brand when replied to Avg user follows 5 businesses 80% of Twitter users have mentioned a brand in a Tweet Adding a photo can boost retweets by 35%. Facebook: 49% of users like a Facebook page to support a brand they like Photos are the second most engaged type of content on Facebook, with 87% interaction rate. Facebook now sees 100 million hours of daily video watch time Users generate 4 million likes every minute More than 250 billion photos have been uploaded to Facebook. This equates to 350 million photos per day LinkedIn:Socialpilot 400M total users, 187M monthly unique visitors 98% posts with images get higher comment rate Post ended with question receive 50% more engagement Post including link receive 200% more engagement half of all users are likely to buy from a company they engage with on the platform. Instagram Snapchat grew as much in one year as Twitter has in 4 years combined and is now the country’s second-favorite social n Your buyers are people. People relate to other people, not brand logos. Snapchat is about telling stories, not sales. Think about what is relevant to your target audience and then create content for them. Even better, ask your followers what they want to see and then give it to them! Engage, engage, engage. Open other people’s snaps. Let them know you saw what they posted. Snap back when you can. It’s hard to find users and businesses on Snapchat! Your username is critical to being found by your audience, so make it easily promotable! Be sure to use your other social media channels (Twitter, Facebook, LinkedIn, Instagram) to promote your Snapcode, which is a unique QR code that links to your Snapchat profile.. Use geo-filters. It’s a fairly easy and inexpensive way to promote your brand subtly. If it’s well-received, your brand will be broadcasted across hundreds and thousands of messages. Create content on a regular cadence. Your timeline is erased every 24 hours, so you need to consistently create new content to keep your audience engaged. Think outside the box. Content that is fun and gives followers a look behind-the-scenes performs extremely well. Offer a sneak peek at new products before they’ve been released or give an inside look of your company. And use the platform to tell a story by sequencing photos on your timeline. I really want to emphasize here that we’re always Testing– time of day/ language/visuals because our audience and their preferences are fluid and changing…which means we need to be as well.
- Like all good communication, it’s two ways. You need to always be listening. Social media can be used as a customer service tool that adds transparency and a real time response to your customers. Questions are often answered for all to see, leaving little room for brands to shrug off or ignore requests. This is a phenomenal way to turn a negative into a positive. Don’t Sweep Complaints Under the Rug. In listening you can often see if repeat questions are being asked, and utilize the platform as a way to educate thousands of followers with one tweet! Cut down on emails, calls, and chats. We’ve found this to be especially useful during service outages, product releases, and events! Social is a great place to concentrate on engagement with your customers. And increased engagement often leads to increased customer retention. The more you can get your followers to chime in or click through, the more likely they are to return and continue engaging with you. Listen for feedback. User conversations can be eye opening. Really listen to what people say and figure out a way to incorporate feedback into your business/product roadmap. Customers will often provide insights into ways you can improve your products. And at the end of the day that’s who we are trying to please is it not? Networking/Influencer Engagement: Customer service/customer support: plan for who to contact Keep your eye on what kind of sentiment you’re seeing conversa Mentions Sentiment Channel
- I’m hoping all of you know the importance visuals play in marketing. After all a picture really can say a thousand words. But, Did you know that researchers have found colored visuals increase people's willingness to read a piece of content by 80%? (Xerox) And That Visual content is more than 40x more likely to get shared on social media than other types of content—Buffer We really are on the forefront of video becoming the norm. It’s imperative we start incorporating video into our strategies moving forward. After all, The average video post generates 135% greater organic reach, when compared to photo posts—SocialBakers Facebook now sees 8 billion average daily video views from 500 million users Shoppers who view video are 1.81X more likely to purchase than non-viewers. including video on a landing page can increase conversion rates by 80% Some best practices to consider? Use Customer-Centric Titles Include Targeted Keywords in Description Use Social Sharing Let’s not stop at video, we really need to talk about livestreaming. Snapchat users watch 6 billion videos every day So what should you be considering? Livestreaming: Headlines. People join streams based on the headlines. What they see in that headline will determine whether or not it interests them. Consider your video headline just as important as your blog title. If you want to draw them in, answer why they should watch in your title. Keep your stream short and sweet. Try to make your video snackable by only streaming in 20-30 minute increments. This gives the audience time to see you’re actively steaming, but also keeps you from rambling on once the information has been delivered. You don’t have to choose just one! You can broadcast simultaneously via multiple devices. This allows you to hit different target audiences. Use a tripod and a microphone. Alright, now let’s take a look at the social media channels we utilize here at Marketo, explore some best practices overall, and take a deeper dive into what works for us!
- Thanks, Lisa. That’s a lot of great advice that applies to both organic & paid social media. The next steps I’ll cover are primarily about the paid side of marketing on social media. So step #7 is about how important targeting is. There are lots of options out there, and it’s important to choose wisely. Household names might target much more broadly than an indie band. Just like a tour, think about which countries/cities, what venue size, who are my biggest fans, price point, etc. Let’s look at some of the options different networks provide to advertisers:
- Choose only those that matter to you, and/or layer in as many as you need. Our ANZ and EMEA teams use dark posts to promote webinars only to folks in those time zones. You might make different geo-targeting choices for brick & mortar/local offers vs digital/national offers
- TW least specific, but can be good for discovery. FB huge, ever-evolving targeting options. LI great at B2B, we’re having success doing Account-Based Marketing here, too. Think about placement options as targeting, too: do you want include mobile? Might be best idea to have a separate campaign for mobile? On FB, include Instagram? (maybe better to make 2nd version of ad) Do you want to EXCLUDE anyone? Competitors? Current Customers?
- Re-mix your pop rock hit for hard rock, folk rock, &/or funk rock audiences (use web personalization or make separate landing pages) Example of how we target a sports & entertainment marketers differently than other marketers
- Some campaigns are AC/DC with pyrotechnics, some are Rachel Platten with a spotlight
- Goal also maps to customer lifecycle – generate awareness, engagement, purchase, loyalty; these have different metrics (reach, clicks, conversions, shares, etc) LI – campaign is audience definition AND daily/total budget FB/IG – campaign only for goal. Can’t mix ads to optimize for app downloads or conversion in with ones to optimize for clicks. Daily budget & audience defined in ad set. Max 50 ads (lifetime) per ad set, but I recommend only 1 or 2 live at a time. Can also set end date & total budget for campaign, but these can’t be edited once set. When advertising a mix of gated LPs and blogs/thought leadership, I separate them.
- So a mix of focused and broader interests. Even though the song is nearly 10 years old, I still can’t say the word Umbrella without thinking of Rihanna. Next, I want to offer a tip …
- If your daily/total budget is limited, but you want to ensure prospects all across US (or other geo). We had been unintentionally excluding the West Coast, until we noticed how early our daily budget was being exhausted. OK, on to step #9 …
- Begin with Goals in mind, and ongoing measurement will be much easier.
- Where can you get metrics? Early stage – spot any trouble signs? Double-check link, URL/tracking, audience, campaign goal In a few slides I’ll talk about different elements of ads to test; may be time to try some of those. Similar or better performance? Let campaign run for a while & watch for key mid- & late-stage performance metrics So let’s look at …
- These are the ones that tell you which of your campaign is in the red, or “Back in Black” & Profitable. Know which ones matter to your boss or exec team. Which ones help you compare apples to apples between networks? Between all advertising channels? Next, let’s look at step #10 …
- Should be a fluid & ongoing process. Try to learn each time, and be prepared for learnings to change over time. Like how Soundgarden list on the left shows they were still making changes.
- Don’t just stick with the status quo. Always be looking to improve, and review what’s working and what is not. –visuals, text, headlines, etc Also helps keep things fresh on social, prevent users from getting tired of the same ol’ ads. Test: visuals, ad copy, CTA (on the image? Use the extra button in FB?), Headlines, timing (does your audience “Rock & Roll All Night & Party Every Day”?, or are they “sip & click” people? Different landing pages. Results may be different on different networks,
- Starting with this in mind can help you make choices: “I’m going to test these 2 images because …” See how/if reactions change over time. With tracking, maybe highest CTR ad ISN’T the one to bring best ROI Do different segments of your audience respond differently? May be worth creating separate campaigns if you learn men & women respond to different elements, different industries or job functions? Different age groups? Current followers vs prospects? So that was 10 steps, but …
- Probably everyone has been shown an ad for a pair of shoes, or an airline ticket after shopping online. Often nicely detailed, with the exact product you were just looking at. Also try offering something related, but not identical. And don’t stop with past web traffic. You can also target people who have visited key web pages, and help names in your database take an important step, like watching a demo or requesting a quote. Customers are fair game, too! Show them complementary products. Exclude them from campaigns trying to generate New Names. Let the network craft new audiences for you, of users who resemble a list (customers?) or web traffic. Multi-channel example: target only users who did NOT open a specific email.
- This is something we learned from testing. So, if I was marketing my band, maybe I’d start by offering a VIP experience at a concert, then concert tickets, then scale back to offering an album or single download.
- Alright, that’s all I have for you. Before I answer a few questions, I’d like to remind you that there is a brief survey after this webinar. Please take 30 seconds to complete it to let me know how we can make these better for you in the future. Now on to the questions! What do you think of welcome emails? I am a big proponent of welcome emails! When it comes to database cleanliness, most of the issues occur at the email acquisition stage. Welcome emails or a welcome series is a great way to accomplish a few different things. You can: Set expectations for email frequency and offer types Ask new subscribers to whitelist your email domain, which increases email inboxing over the long-term. Even better, for Gmail specific addresses, ask them to drag your email from the promotions tab to the primary tab. This ensures inbox placement in the primary tab. Build trust and branding with a warm, personalized message (I’ve heard than using a welcome email or welcome series can increase long-term email engagement by over 30%) Monitor soft bounces and hard bounces because you can clean out your lists if there are obvious junk values. Some people may sign up with a junk email address just to get an offer or deal. Other may have undesirable bounce types. You can catch these in a welcome email campaign and scrub them out before they make it into your long-term email strategy. Does 250ok, the Marketo deliverability and inboxing product, have a way to review email rendering? The answer is yes! 250ok has an entire section devoted to optimizing your email for design. The section is called “Design Informant”. It shows you screenshots of your email across most mobile devices, browsers and email clients. And what’s really cool is that it also gives you code optimizations to optimize your email’s compatibility with different browsers and clients. Lastly, on an email level, you can run your email through 250ok in a test campaign to do a complete spam audit. Your email will be evaluated by the most common spam filters and scored appropriately. 3. The examples you showed for reactivation campaigns appear to be for B2C companies. Is this a strategy that works for B2B companies as well? Great question! Yes, this strategy works for any type of company. The reality is that no matter what kind of company you come from, there’s a great chance that a portion of your email database is unengaged. And let’s think about it for a second: you already spent the money to acquire that new name. So it’s actually much cheaper for you to pursue reactivation campaigns than acquire new names. Where there is a difference between B2B and B2C companies is the email domain breakdown. B2B companies tend to have more company domains in their email database, so some segmentation strategies do not apply as well. But for non-corporate domains like Gmail or Yahoo, specific reactivation campaigns can be ran to drive higher inbox placement for those ISPs. Take the Kate Spade example that I showed you that called out Gmail and asked the recipient to drag the email from the promotions tab to the primary tab. That’s an effective tactic and can work for both B2B and B2C. And with that, I’d like to conclude today’s webinar. Thank you so much for joining me and I hope you learned some very valuable, actionable takeaways. If I wasn’t able to get to your question, I’d love to hear from you. Go ahead and send me an email for connect with me on LinkedIn. There is a brief survey after this webinar concludes and I’d greatly appreciate if you fill it out. It will give me an idea of how helpful this was for you and what you’d like to learn next time. And just to remind you again, these slides and webinar recording will be available to you later today or tomorrow. Thanks and have a great day!