What makes paid social activities effective?
Where are your opportunities for improvement?
On October 27th, I hosted a Search Engine Journal Webinar Sponsored by Similarweb and introduced by Amy Bishop, owner/marketing consultant of Cultivating Marketing.
She shared three steps to wisely invest and win the market by creating convertible paid social activities.
This is a review of the webinar presentation.
Step 1: Know your audience + their needs
To better understand your audience, ask yourself the following questions:
- What are they solving?
- Where do they get the information?
- What characteristics make them have good prospects?
- What are their indicators in the market?
- Who or what affected them?
- What else do we know about their demographic data and company statistics?
Create your audience profile
Collect data from Facebook Audience Insights
Facebook Audience Insights can provide you with all the information you need to build a customer profile, as follows:
- Identify top buyer demographics
- Determine the target interest
- Further subdivide by stratified interest
- Monitor performance to enrich and verify roles
RSVP → Learn how to turn this data into a converting audience.
Collect data from LinkedIn Targeting
In addition to just knowing your audience’s positions, you can also learn more about affordable and precise qualification factors on LinkedIn:
- Affiliates and publications that your target market follows
- Skill
- Company Size
- industry
- Qualification level
Test different attributes in different activities to see what works best for you.
Align your content with the needs of your audience
One way to discover the needs of your audience is to use broad targeting. This type of advertising targeting can help you get a good understanding of where your audience is in the sales and marketing channels.
RSVP → Learn how broad positioning can help you increase your conversion rate.
If you already have detailed information about the needs of your target audience, it’s time to consider where people are in the funnel when targeting them.
This will help you understand how to build content that matches the intent of each part of the funnel. The closer the content matches, the more likely the potential customer is to convert.
Source: Cultivating MarketingFor example, if a portion of your audience was previously in the “Funnel Top Targeting” section, please use Amy’s list below to understand what type of targeting and content should be arranged so that they can enter the “Middle Funnel Targeting” section:
Tips for positioning the top of the funnel
- Interest-based targeting
- Demographic targeting
- List of cold prospects
- Broad lookalike audience
- Account-based marketing
Middle funnel positioning suggestion
- Heart-warming customized audience
- Video browser
- Followers of your page
- People who interact with posts or middle funnel content
Recommendations for locating the bottom of the funnel
- People who abandon shopping carts or forms
- Visitors to high-intent pages (e.g. pricing)
- Viewers of specific products and services
- Low funnel custom audience
By focusing on each part of the funnel, you can drive qualified traffic with lower costs and higher conversion rates.
Step 2: Design effective ideas
Make a good first impression
Always put your best foot in front. Professional-looking images are very helpful.
When you design ideas, make sure they flow in a way that makes sense to potential customers.
Most people read in F-shaped mode.
Source: Cultivating Marketing
Source: Cultivating MarketingIf you put things in your creativity, consider how to make it easy for readers to browse and understand the products you sell.
There are free tools like Canva or other low-cost subscription tools that are great for designing social ideas.
Make your value proposition obvious
Let your audience know exactly what they got. Your copy and images should be clear and concise to help potential customers convert faster.
Source: Cultivating MarketingThis ad lets you quickly learn that the floor is waterproof, and it can immediately convey the message even if there is no text.
A study by the Massachusetts Institute of Technology found that the human brain can process an image in as little as 13 milliseconds, so the visual creation of advertisements is most likely to attract the attention of the market.
Popular Quiz 1: Which advertisement performs best?
Source: Cultivating MarketingThe first advertisement won.
Why? This book will provide a lot of information. The ad clearly explains why potential customers need the product and what it will do for them.
Popular Quiz 2: Which advertisement performs best?
Source: Cultivating MarketingThe second advertisement won.
Although the first one sounds smart, the second one is simple and what it will do for potential customers. At a glance, you can tell potential customers that it will explain how to improve your ranking.
Other high conversion creative techniques
- Make the most of your space: Avoid repeating the same copy in the same advertisement; use this space to increase added value.
- Consider your offer: Use sales, discounts, and promotions to increase your average order value.
- Take advantage of engagement: Use post-interaction as an inexpensive way to create a remarketing pool and transition potential customers to intermediate channels.
- Use social proof: Send the ad to the email list of existing satisfied customers, ask them to write a review or share user-generated content in the comments, and then insert it into the “top of the funnel” activity of potential customers.
- Stay relevant by knowing your audience: For example, marketing campaigns for products with logos for sports team fans are more likely to convert than logos for other teams.
- Set expectations for landing pages: Advertising creativity should be directly related to the landing page.
- Test the video when possible: Sometimes, even just having real, low-cost videos can still perform well.
- Thumbnail matters: Make sure you make a good first impression of the thumbnail. Otherwise, people will continue to scroll.
RSVP → Learn how optimized graphics can help reduce the cost of each result + view case studies
Step 3: Increase conversion potential
Test better qualified audiences and similar objects
Sometimes, simply testing a more qualified audience can increase your conversion rate. For example, instead of targeting a complete list of potential customers, consider using similarities based on sales.
The best case is to have a value-based audience.
Source: Cultivating MarketingTest different lead streams
Multiple touches may be more cost-effective than just one touch that tries to motivate them to buy directly.
Source: Cultivating MarketingOther high conversion optimization technologies
- Get more data: Bidding algorithms like data. Try to expand your goals, even if your ad group is driving conversions; low data volume will result in inconsistent performance and unstable CPL.
- Optimized to higher funnel conversion: Focus on increasing shopping carts, purchases and purchase value.
- Add an accelerated checkout option: For example, click a button to save the customer’s payment information.
- Use Facebook prospects to generate a form: This can increase the number of potential customers through quick and simple conversions.
- Reduce higher friction in the funnel: Send people to the content of the message and go directly to the demo request.
RSVP → Learn how to cultivate high-funnel potential customers can increase conversion rates.
Key points
- Know your audience and use that information to find them
- Create compelling and relevant ideas
- Looking for ways to expand based on data
[Slides] 3 steps to create a convertible paid social event
This is the presentation:
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Featured image: AI Studio/Shutterstock
