Using Social Media Advertising to Find and Convert Your Target B2B Audience - MarketingProfs B2B Forum 2015

@marketingmojo | @janetdmiller©2015, Janet Driscoll Miller
Janet Driscoll Miller
President and CEO
@janetdmiller
USING SOCIAL MEDIA ADVERTISING
TO FIND AND CONVERT
YOUR TARGET B2B AUDIENCE

BEFORE YOU GET STARTED…

SET YOUR EXPECTATIONS

SOCIAL IS NOT SEARCH
INTENT
(SEARCH
ENGINES)
IDENTITY
(SOCIAL
MEDIA)

THE INTENT CHALLENGE
• “Social Media Management Software”
› Enterprise level product:
12 months/$100,000 commitment
• But WHO searches using this term?

THE PLATFORMS

WHY LINKEDIN FOR B2B? B2B REACH.
• World’s largest, most
popular professional
network
• Over 380M members
worldwide

WHY LINKEDIN FOR B2B?
TARGETING OPTIONS.
Demographic Targeting Options
Location Continent
Country
State
City
Companies Name
Industry
Company size
(also exclude current customers)
Job Title Title
Function
Seniority
School School Name
Field of Study Field of Study
Degree Degree
Skills Skill Name
Group Group Name
Gender Gender
Age Age

LINKEDIN DOES NOT HAVE…
• Retargeting
• Dayparting
• Mobile display ads
• Ad network
• Conversion tracking (coming soon!)

YOUR LINKEDIN AD OPTIONS
LinkedIn
Marketing
Solutions
Self-Serve
Ads
Sponsored
Updates

LINKEDIN MARKETING SOLUTIONS: DISPLAY
ADVERTISING
• Display advertising on LinkedIn
• Run on a CPM basis
› Reach target impressions
• Managed by LinkedIn (not self-serve)
• https://business.linkedin.com/marketing-
solutions/products/display-advertising

LINKEDIN DISPLAY ADVERTISING
PROS AND CONS
Pros Cons
High level of visibility Minimum insertion order of $25,000
over 3 months
Not available on mobile May have to broaden target audience
(May not be ideal for short timeframe
campaigns)
As low as $25 CPL CPM pricing
Guaranteed delivery May have to broaden target audience
or lengthen campaign to reach
delivery target

LINKEDIN’S MOBILE TRAFFIC
48%
52%
Desktop
Mobile
Source: LinkedIn, 2Q2015

LINKEDIN SELF-SERVE ADS
• Text ads sometimes accompanied by video or image
• Run on a CPM or CPC basis
• Managed by YOU
solutions/products/display-advertising

LINKEDIN SELF-SERVE ADS
PROS AND CONS
Pros Cons
High level of control No dayparting
Only need 1,000 people in a targeting
group
Not available on mobile
Small minimums
($2.00 CPC or CPM, $10 daily budget)
No delivery guarantees
Low CTR
High degree of targeting Inventory reduced due to mobile
Choice of CPM or CPC bidding
As low as $20 CPL Cost has been increasing
Schedule start and end dates

LINKEDIN CONTENT UPDATES
• Sponsored updates that appear in LinkedIn newsfeed
solutions/products/native-advertising

LINKEDIN SPONSORED UPDATES
PROS AND CONS
Pros Cons
Only ad unit available on mobile
Demographic targeting available
CPM or CPC basis
High conversion rates (over 10%)
As low as $20 CPL Expect costs to increase

CASE STUDY: ENTERPRISE SOFTWARE
0
50
100
150
200
250
300
350
400
PPC Alone PPC and LinkedIn
Conversions
0
100
200
300
400
500
600
700
Cost Per Lead
$-
$20,000.00
$40,000.00
$60,000.00
$80,000.00
$100,000.00
Cost

ROI OF LINKEDIN
1178%
(pipeline)(revenue)
ROI281%

WHY FACEBOOK RETARGETING FOR B2B?
Source: AdRoll

AD PLACEMENTS ON FACEBOOK

TARGETING BY OBJECTIVE

FACEBOOK HAS *SOME* B2B TARGETING
Demographic Targeting Options
Location Continent
Country
State
City
Companies Employer Name
Industries
Office Type (ex: home office)
(also exclude current customers)
Job Title Title
School School Name
Field of Study Field of Study
Education Level Degree
Currently in School
App Users Current app users
App not currently installed
Gender Gender
Age Age

ADVERTISING OPTIONS IN FACEBOOK
Mobile
Newsfeed
Desktop
Newsfeed
Right
Column
Instagram

MOBILE NEWSFEED

FACEBOOK MOBILE NEWSFEED ADS
• Ad units appearing in the Facebook newsfeed
• Use images or video
• Include a call to action
• https://www.facebook.com/business/ads-guide/

PROS AND CONS
Pros Cons
Only ad unit available on mobile B2B performance questionable
Demographic targeting available Limited B2B data compared to
LinkedIn
CPC or CPM basis
Use retargeting lists

HOW TARGETED CAN YOU BE
WITH FACEBOOK MOBILE?

DESKTOP NEWSFEED

• Ad units appearing in the Facebook newsfeed
• Can use carousel ads

FACEBOOK DESKTOP NEWSFEED ADS
PROS AND CONS
Pros Cons
Demographic targeting available B2B performance questionable
CPC or CPM basis Limited B2B data compared to
LinkedIn

RIGHT SIDE ADS

FACEBOOK RIGHT SIDE ADS
• Ad units appearing in the Facebook right rail
• No call to action button
• Not available on mobile

FACEBOOK DESKTOP NEWSFEED ADS
PROS AND CONS
Pros Cons
CPC or CPM basis Limited B2B data compared to
LinkedIn
Cheaper than newsfeed ads
(CPM of 10-20% lower than newsfeed)
Not available on mobile
Newsfeed feed CTR (against old
format of side rail ads: 44x better
Conversion rate 5x better
Cost per conversion: 67% lower

INSTAGRAM ADS

INSTAGRAM ADS
• Ad units appearing in the Instagram newsfeed
• Need an Instagram brand account
• Use images only

ADVERTISING OPTIONS IN TWITTER
Objective-
Based
Promoted
Tweets
Promoted
Accounts
Promoted
Trends

TYPES OF OBJECTIVE-BASED
TWITTER ADS
• Followers
• Website clicks or conversions
• Tweet engagement
• App installs or engagements
• Leads on Twitter

TWITTER ADS
• Ad units appearing in the Twitter feed
• Need an Twitter brand account
• Use images only
• https://biz.twitter.com/ad-products

TWITTER ADS
PROS AND CONS
Pros Cons
Targeting for business categories is
based on “interests” and “behaviors”
Set start and end dates
CPM basis Limited B2B data compared to
LinkedIn
App targeting
Conversion tracking

INTEGRATION AND ATTRIBUTION

WHY INTEGRATE CHANNELS?

INTEGRATION:
IT’S A PIECE OF CAKE

LAYERING
Social Targeting
(LinkedIn)
Retarget
(Google AdWords, Bing
Ads, Twitter, Facebook)

STEP BY STEP TO CONVERT
AND ATTRIBUTE
1. Put retargeting code on landing pages and website pages.
2. Run LinkedIn campaigns to targeted audiences. Tag campaign
URLs.
3. Tag visitors accordingly, both with retargeting code and cookies.
4. Run retargeting campaigns on other platforms.
5. Upon conversion, pull down cookies with demographic data.
6. Analyze. Review conversions and cost per conversion for each
platform.
› Also check out AdStage.

JANET DRISCOLL MILLER
President and CEO
434.975.6656 x101
jmiller@marketing-mojo.com
@janetdmiller +JanetDriscollMiller

Using Social Media Advertising to Find and Convert Your Target B2B Audience - MarketingProfs B2B Forum 2015

Empfohlen

Empfohlen

Weitere ähnliche Inhalte

Andere mochten auch

Andere mochten auch (17)

Ähnlich wie Using Social Media Advertising to Find and Convert Your Target B2B Audience - MarketingProfs B2B Forum 2015

Ähnlich wie Using Social Media Advertising to Find and Convert Your Target B2B Audience - MarketingProfs B2B Forum 2015 (20)

Mehr von Marketing Mojo

Mehr von Marketing Mojo (20)

Kürzlich hochgeladen

Kürzlich hochgeladen (20)

Using Social Media Advertising to Find and Convert Your Target B2B Audience - MarketingProfs B2B Forum 2015

Hinweis der Redaktion