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1@erinsagin @andrewcaravella
2@erinsagin @andrewcaravella
Meet Your Presenters
Erin Sagin
• PPC Evangelist & Community
Manager
• 4+ years at WordStream
• Hoola hooper, avid traveler, and
devotee of just about every
Netflix original TV series
• Tweet me! @erinsagin
Andrew Caravella
• VP, Marketing at Sprout Social
• 3+ years at Sprout Social
• Industry speaker, SoulCycler,
Tennis fanatic and known jet-
setter.
• Tweet me! @AndrewCaravella
3@erinsagin @andrewcaravella
Agenda: Our Traffic Funnel
Organic social media boosts:
• Reach of your social posts
• Size of your social following
• Amount of search traffic you receive
Integrated paid search and social strategies:
• Capitalize on your newfound search volume
• Convert social media impressions into revenue
4@erinsagin @andrewcaravella
Launch Poll
5@erinsagin @andrewcaravella
Optimize Organic Content to
Increase Reach & Awareness
#1
6@erinsagin @andrewcaravella
Step 1: Pull Historical Message Data
7@erinsagin @andrewcaravella
Step 2. Study Your Most Successful Posts
What Post Types Perform?
• Links
• Photos
• Videos
• Gifs
• Text Updates
• Offers
• User-Generated-Content
What Content Performs Well?
• Company Updates
• Articles from Your Blog
• Articles from Other Blogs
• eBooks
• Webinars
• Templates
• Free Tools
8@erinsagin @andrewcaravella
Step 3: Leverage Hashtags in Your Posts
9@erinsagin @andrewcaravella
Step 4: Geo-Target Your Messages
10@erinsagin @andrewcaravella
Step 5: Determine the Best Days to Post
11@erinsagin @andrewcaravella
Step 6: Determine the Best Times to Post
12@erinsagin @andrewcaravella
Find New Prospects With
Active Social Listening
#2
13@erinsagin @andrewcaravella
Monitor Key
Phrases
• Brand Mentions
• Product Mentions
• Purchase Intent
• Customer Needs
• Competitors
• Misspellings
“Chicago restaurants”
14@erinsagin @andrewcaravella
Improve Brand Awareness Through
Customer & Community Advocates
#3
15@erinsagin @andrewcaravella
Get Your
Customers
Talking
1. Identify customer thought-
leaders and active users
1. Understand why customers
would want to talk about you
2. Provide amazing customer
support to ensure happiness
3. Engage with and amplify
customer content as you would
your own
16@erinsagin @andrewcaravella
Get Thought
Leaders Talking
1. Identify thought-leaders important
to your brand/category
• Scale with tools
• Buzzsumo or Followerwonk.
2. Follow their social profiles and
engage with their content regularly
3. Ask them for content/blog quotes
and contributions, then mention
them when you post it
4. Grow the relationship until they
organically share your content
17@erinsagin @andrewcaravella
Amplify & Extend Brand Reach
Through Employee Advocacy
#4
18@erinsagin @andrewcaravella
Individual Employees are Highly Connected
AVERAGE
305 Friends
55% HAVE
300–3,000 Connections
AVERAGE
208 Followers
19@erinsagin @andrewcaravella
The Benefits of Employee Advocacy
20@erinsagin @andrewcaravella
trusted community of 85,000
100 employees
x 850 connections
Activating Employees Amplifies Brand Reach
21@erinsagin @andrewcaravella
Build More Qualified Relationships
with 1-1 Engagement
#5
22@erinsagin @andrewcaravella
Engage with Customers Not Quite Ready to Convert
23@erinsagin @andrewcaravella
Step Up Your Mobile-Ad Game
#6
24@erinsagin @andrewcaravella
Mobile Is Officially a Big Deal
25@erinsagin @andrewcaravella
You Can’t Continue to Ignore Mobile
26@erinsagin @andrewcaravella
These Are All Too Familiar
27@erinsagin @andrewcaravella
Why the HECK Did We Create These Crappy
Landing Pages?!?! CRYING
28@erinsagin @andrewcaravella
Because Mobile Is Slow…
29@erinsagin @andrewcaravella
Because Mobile Screens Are Tiny…
30@erinsagin @andrewcaravella
Because People Are Dumb
31@erinsagin @andrewcaravella
% Who Switched to Full Site
32@erinsagin @andrewcaravella
Conversion Rates: Mobile Site vs. Full Site
33@erinsagin @andrewcaravella
Invest In New Mobile Landing Pages
34@erinsagin @andrewcaravella
In the Interim — Explore Call Only Campaigns
Bypass Your
Mobile Landing
Pages
Altogether!
35@erinsagin @andrewcaravella
Revamp Your Ad
Extensions & Formats
#7
36@erinsagin @andrewcaravella
Really, Erin?
37@erinsagin @andrewcaravella
Extensions Are Practically Mandatory
38@erinsagin @andrewcaravella
New AdWords Extensions
39@erinsagin @andrewcaravella
New BingAds Extensions
40@erinsagin @andrewcaravella
Extension Implementation Strategy
41@erinsagin @andrewcaravella
Utilize AdWords NEW!
Customer Match Feature
#8
42@erinsagin @andrewcaravella
Identity Based Marketing = The Future
43@erinsagin @andrewcaravella
Identity-Based Marketing in Google?!
44@erinsagin @andrewcaravella
Even Better Match Rates Than Facebook!
45@erinsagin @andrewcaravella
Putting It Into Practice
• Cross-Sell/Upsell/Resell existing customers
• Segment and prioritize top candidates
• Exclude Existing Customers
• Extend to Similar Audiences
46@erinsagin @andrewcaravella
Amp Up Your Video Ads Efforts
#9
47@erinsagin @andrewcaravella
Video Ads Are Quickly Gaining Popularity
Video ad revenue is
expected to grow by
TWENTY PERCENT!
48@erinsagin @andrewcaravella
People LOVE to Engage With Video Content
49@erinsagin @andrewcaravella
Beat Your Competitors to the Punch
50@erinsagin @andrewcaravella
Leverage Existing Video Content
51@erinsagin @andrewcaravella
Use Video To Nurture Existing Prospects
with Customer Match
52@erinsagin @andrewcaravella
Good Results?
Broaden the Net with Similar Audiences!
53@erinsagin @andrewcaravella
Leverage Facebook Retargeting
#10
54@erinsagin @andrewcaravella
Remarketing Works Wonders
Yep, that’s
$56…on ice
cream. All thanks
to remarketing.
55@erinsagin @andrewcaravella
Conversion Rates Increase With Ad Exposure
56@erinsagin @andrewcaravella
Only One Problem…
57@erinsagin @andrewcaravella
Facebook Offers More Customization
58@erinsagin @andrewcaravella
You Can Go Bananas With Targeting
59@erinsagin @andrewcaravella
Create Super Targeted Ads That WOW Viewers
60@erinsagin @andrewcaravella
Launch Poll
61@erinsagin @andrewcaravella
Live Q&A
@AndrewCaravella @ErinSagin
62@erinsagin @andrewcaravella
Thanks for Attending!
Tweet your questions
@AndrewCaravella @ErinSagin

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