LeadsCon Las Vegas 2017: Low CPA Strategies with Social Media to Generate Leads
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Transcript of LeadsCon Las Vegas 2017: Low CPA Strategies with Social Media to Generate Leads
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Power Digital: LeadsCon 2017
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President Power Digital• Nick Bjorn Slettengren is an entrepreneur by
trade and digital marketer by evolution. With over a decade of experience, Nick has worked with Fortune 500 clients like Pfizer and Proctor & Gamble to helping venture backed start ups take flight
• With a passion for growth, Nick helps his team at Power Digital grow, while growing his client’s strategy and revenue online.
• -Forbes & Huffington Post contributor• -National & Global speaker on digital • -San Diego Business Journal #2 Fastest
Growing Companies 2016• -Passionate Digital Strategist
@nick_bjorn
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Starting with a Plan
Social AnalysisContent DevelopmentBranding Guidelines
Social Voice & Personality
Audience GrowthInfluencer OutreachReputation Mgmt.
Relationship Building
Daily CommunicationCompetitor Monitoring
Industry Monitoring
Transactional Opp.Click-Driving Graphics
ROI Tracking
@nick_bjorn
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Dare to Standout
@nick_bjorn
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Brand Image: Case & Point
TARGET AUDIENCE: Middle-class to affluent women ages 25-55 who have
disposable income
AUDIENCE SIZE:Loft: over 1 million
Canna-Pet: under 10,000
ENGAGEMENT:Loft: 20-150 per post
Canna-Pet: 15-100 per post
DIFFERENCE? Eye catching visuals and creative with a strong narrative gets exponential results
no matter how large your following.
@nick_bjorn
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Custom Content Creative Asset Resources
CanvaPexels.com (Free pics)
Recite (layover quotes)Over (layover text on photo)Infogr.am (graphs & charts)
Omnicore medias social media cheat sheet (Social media size
guide Google it;)@nick_bjorn
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Community Engagement: 5 Simple Content Tactics
•Develop a cohesive brand image to use across all channels - consider this image with every piece of content •Create ‘shoppable’ carousels
to better display service
•Tell a story in your content… develop a persona for your brand to show your customers you understand and relate to them
•Feature your customers to build a sense of community
•Social contests!
@nick_bjorn
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Telling Your Story
Tell a story that means something!
Too hard? …I challenge you to try this
Build a story using your customers as brand advocates.
Incentivize them to share with their friends, through discounts, premium
features, exclusive access, etc.
@nick_bjorn
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Relate to your Audience
Quotes Matter• Enhance sharing
and engagement• Increase organic
views on FB• Inspire and create
brand equity with your audience
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Stop Talking & LISTEN
@nick_bjorn
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3 Kinds of Strategic Listening
• -Brand • -Sentiment • -Transactional
@nick_bjorn
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Listening: Brand
Brand Mentions• Monitor your brand and what
people are saying about you. • Join the conversation.
• Monitor your competitors brands• Look at engagement &
message• Are their followers happy??
• Act as support to guide people around your brand• Sending people to the right
webpage• Connecting with customer
support• Connecting to sales support
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Quick Tip: Other Things to Listen For
Expand your listening with…• Keywords (non-branded)• Phrases• URLs• Hashtags • Hybrids
• Example) Keyword + URL
@nick_bjorn
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Listening: Sentiment
Two Great Ways to Use Sentiment:
1. Monitor your Brand • What are people saying
• Good vs. Bad• Resolving issues with upset
customers• Identify flaws in your service
offering2. Against you Competition • What are people saying about
your competition?• Good vs. Bad• Focus on the Bad;)
• Approach those people with empathy, ask if you can help with your service…
@nick_bjorn
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Listening: Transactional
An ROI Focused ApproachSocial Media is an AWARNESS play when
we look at a sales funnel online. It’s typically not the closer… Until now!
• Transactional Listening • Listen & Track transactional
keywords• Example) buy car insurance, need
car insurance, know a good car insurance broker/agent, bought a new car
• Connect authentically, then offer discount, reward, etc.
Awareness
Consideration
Decision
@nick_bjorn
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Measuring Results
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Influence of a Post
Beyond Engagement Baseline engagement metrics are
coming less relevant when you can go deeper with technology
Consider:• Reach vs. Spread
• Ratio between who could potentially see the post vs. spread the people engaging and sharing the post
• Engagement of a post over time• Who is triggering the largest
engagement of your post?• What is the overall sentiment of your
post?@nick_bjorn
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Measuring & Reporting
Dash thisThis is the best Dashboard software I’ve
ever found –to date!
Consider:• Sets up quickly and intuitive • Reports accurately through API’s• Covers Social, SEO, and PPC• SOCIAL MEDIA INTEGRATIONS
@nick_bjorn
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Measuring & Reporting
Funnel DashThis is more experimental but the
attribution is getting better!Set up:
• Install tracking script• Connect ad platform• Connect payment processing
Now you can:• Accurate first click vs. last click
attribution• Identify most profitable
segments age, gender, device, time of day, location.
• Look at ROI and LTV
@nick_bjorn
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Other Tools I Like!
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Accelerate Audience Growth
Jooicer – For Twitter• Select audience targets and
interests• Select location and language• Aggregates twitter follower list
• Select and reach out to followers
• Monitor Growth• Identify Influencers who share
your content • Starts at $9
@nick_bjorn
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Good Affordable Listening Software
Mention – For Social Media• Google Alerts for Social Media,
the web and, more…• Facebook, Instagram, and
twitter• Track your brand online and
your competitors• Social listening done accurately and affordably
@nick_bjorn
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Quick Tip: Snip.ly
ADD a CTA to Every Piece of Content YOU Share:
Using Snip.ly allows us to tie your brand name to any piece of coverage. Whether it’s a PR hit or just a viral industry article, we can link traffic directly to your site or collect leads for you on that piece of coverage.
All traffic is tracked by UTMs and the visitors can be retargeted through Facebook.
@nick_bjorn
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Questions
•Q & A
@nick_bjorn