using social media advertising to find and convert your target b2b audience - marketingprofs b2b...
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@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
@marketingmojo | @janetdmiller©2015, Janet Driscoll Miller
@marketingmojo | @janetdmiller©2015, Janet Driscoll Miller
BEFORE YOU GET STARTED…
@marketingmojo | @janetdmiller©2015, Janet Driscoll Miller
@marketingmojo | @janetdmiller©2015, Janet Driscoll Miller
SET YOUR EXPECTATIONS
@marketingmojo | @janetdmiller©2015, Janet Driscoll Miller
SOCIAL IS NOT SEARCH
INTENT(SEARCH ENGINES)
IDENTITY(SOCIAL MEDIA)
@marketingmojo | @janetdmiller©2015, Janet Driscoll Miller
THE INTENT CHALLENGE• “Social Media Management Software”
› Enterprise level product: 12 months/$100,000 commitment
• But WHO searches using this term?
@marketingmojo | @janetdmiller©2015, Janet Driscoll Miller
THE PLATFORMS
@marketingmojo | @janetdmiller©2015, Janet Driscoll Miller
@marketingmojo | @janetdmiller©2015, Janet Driscoll Miller
WHY LINKEDIN FOR B2B? B2B REACH.• World’s largest, most
popular professional network
• Over 380M members worldwide
@marketingmojo | @janetdmiller©2015, Janet Driscoll Miller
WHY LINKEDIN FOR B2B? TARGETING OPTIONS.
Demographic Targeting OptionsLocation Continent
CountryStateCity
Companies NameIndustry
Company size(also exclude current customers)
Job Title TitleFunctionSeniority
School School NameField of Study Field of Study
Degree DegreeSkills Skill NameGroup Group NameGender Gender
Age Age
@marketingmojo | @janetdmiller©2015, Janet Driscoll Miller
LINKEDIN DOES NOT HAVE…• Retargeting• Dayparting• Mobile display ads• Ad network• Conversion tracking (coming soon!)
@marketingmojo | @janetdmiller©2015, Janet Driscoll Miller
YOUR LINKEDIN AD OPTIONS
LinkedIn Marketing Solutions
Self-Serve Ads
Sponsored Updates
@marketingmojo | @janetdmiller©2015, Janet Driscoll Miller
@marketingmojo | @janetdmiller©2015, Janet Driscoll Miller
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
@marketingmojo | @janetdmiller©2015, Janet Driscoll Miller
LINKEDIN DISPLAY ADVERTISINGPROS AND CONS
Pros ConsHigh level of visibility Minimum insertion order of
$25,000 over 3 monthsNot available on mobile May have to broaden target
audience(May not be ideal for short timeframe campaigns)
As low as $25 CPL CPM pricingGuaranteed delivery May have to broaden target
audience or lengthen campaign to reach delivery target
@marketingmojo | @janetdmiller©2015, Janet Driscoll Miller
LINKEDIN’S MOBILE TRAFFIC
48%52%
DesktopMobile
Source: LinkedIn, 2Q2015
@marketingmojo | @janetdmiller©2015, Janet Driscoll Miller
YOUR LINKEDIN AD OPTIONS
LinkedIn Marketing Solutions
Self-Serve Ads
Sponsored Updates
@marketingmojo | @janetdmiller©2015, Janet Driscoll Miller
@marketingmojo | @janetdmiller©2015, Janet Driscoll Miller
LINKEDIN SELF-SERVE ADS• Text ads sometimes accompanied by video or
image• Run on a CPM or CPC basis• Managed by YOU• https://business.linkedin.com/marketing-
solutions/products/display-advertising
@marketingmojo | @janetdmiller©2015, Janet Driscoll Miller
LINKEDIN SELF-SERVE ADSPROS AND CONS
Pros ConsHigh level of control No daypartingOnly need 1,000 people in a targeting group
Not available on mobile
Small minimums($2.00 CPC or CPM, $10 daily budget)
No delivery guaranteesLow CTR
High degree of targeting Inventory reduced due to mobileChoice of CPM or CPC biddingAs low as $20 CPL Cost has been increasingSchedule start and end dates
@marketingmojo | @janetdmiller©2015, Janet Driscoll Miller
YOUR LINKEDIN AD OPTIONS
LinkedIn Marketing Solutions
Self-Serve Ads
Sponsored Updates
@marketingmojo | @janetdmiller©2015, Janet Driscoll Miller
@marketingmojo | @janetdmiller©2015, Janet Driscoll Miller
LINKEDIN CONTENT UPDATES• Sponsored updates that appear in LinkedIn
newsfeed• https://business.linkedin.com/marketing-
solutions/products/native-advertising
@marketingmojo | @janetdmiller©2015, Janet Driscoll Miller
LINKEDIN SPONSORED UPDATESPROS AND CONS
Pros ConsOnly ad unit available on mobileDemographic targeting availableCPM or CPC basisHigh conversion rates (over 10%)As low as $20 CPL Expect costs to increase
@marketingmojo | @janetdmiller©2015, Janet Driscoll Miller
CASE STUDY: ENTERPRISE SOFTWARE
PPC Alone PPC and LinkedIn0
50100150200250300350400
Conversions
PPC Alone PPC and LinkedIn0
100
200
300
400
500
600
700
Cost Per Lead
PPC Alone PPC and LinkedIn $-
$10,000.00 $20,000.00 $30,000.00 $40,000.00 $50,000.00 $60,000.00 $70,000.00 $80,000.00 $90,000.00
$100,000.00
Cost
@marketingmojo | @janetdmiller©2015, Janet Driscoll Miller
ROI OF LINKEDIN
1178%
(pipeline)(revenue)ROI
281%
@marketingmojo | @janetdmiller©2015, Janet Driscoll Miller
@marketingmojo | @janetdmiller©2015, Janet Driscoll Miller
WHY FACEBOOK RETARGETING FOR B2B?
Source: AdRoll
@marketingmojo | @janetdmiller©2015, Janet Driscoll Miller
WHY FACEBOOK RETARGETING FOR B2B?
Source: AdRoll
@marketingmojo | @janetdmiller©2015, Janet Driscoll Miller
AD PLACEMENTS ON FACEBOOK
@marketingmojo | @janetdmiller©2015, Janet Driscoll Miller
TARGETING BY OBJECTIVE
@marketingmojo | @janetdmiller©2015, Janet Driscoll Miller
FACEBOOK HAS *SOME* B2B TARGETINGDemographic Targeting Options
Location ContinentCountry
StateCity
Companies Employer NameIndustries
Office Type (ex: home office)(also exclude current customers)
Job Title TitleSchool School Name
Field of Study Field of StudyEducation Level Degree
Currently in SchoolApp Users Current app users
App not currently installedGender Gender
Age Age
@marketingmojo | @janetdmiller©2015, Janet Driscoll Miller
ADVERTISING OPTIONS IN FACEBOOK
Mobile Newsfeed
Desktop Newsfeed
Right Column Instagram
@marketingmojo | @janetdmiller©2015, Janet Driscoll Miller
MOBILE NEWSFEED
@marketingmojo | @janetdmiller©2015, Janet Driscoll Miller
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/
@marketingmojo | @janetdmiller©2015, Janet Driscoll Miller
FACEBOOK MOBILE NEWSFEED ADSPROS AND CONS
Pros ConsOnly ad unit available on mobile B2B performance questionableDemographic targeting available Limited B2B data compared to
LinkedInCPC or CPM basisUse retargeting lists
@marketingmojo | @janetdmiller©2015, Janet Driscoll Miller
HOW TARGETED CAN YOU BE WITH FACEBOOK MOBILE?
@marketingmojo | @janetdmiller©2015, Janet Driscoll Miller
ADVERTISING OPTIONS IN FACEBOOK
Mobile Newsfeed
Desktop Newsfeed
Right Column Instagram
@marketingmojo | @janetdmiller©2015, Janet Driscoll Miller
DESKTOP NEWSFEED
@marketingmojo | @janetdmiller©2015, Janet Driscoll Miller
DESKTOP NEWSFEED
@marketingmojo | @janetdmiller©2015, Janet Driscoll Miller
DESKTOP NEWSFEED
@marketingmojo | @janetdmiller©2015, Janet Driscoll Miller
FACEBOOK MOBILE NEWSFEED ADS• Ad units appearing in the Facebook newsfeed• Use images or video• Include a call to action• Can use carousel ads• https://www.facebook.com/business/ads-guide/
@marketingmojo | @janetdmiller©2015, Janet Driscoll Miller
FACEBOOK DESKTOP NEWSFEED ADSPROS AND CONS
Pros ConsDemographic targeting available B2B performance questionableCPC or CPM basis Limited B2B data compared to
LinkedInUse retargeting lists
@marketingmojo | @janetdmiller©2015, Janet Driscoll Miller
ADVERTISING OPTIONS IN FACEBOOK
Mobile Newsfeed
Desktop Newsfeed
Right Column Instagram
@marketingmojo | @janetdmiller©2015, Janet Driscoll Miller
RIGHT SIDE ADS
@marketingmojo | @janetdmiller©2015, Janet Driscoll Miller
FACEBOOK RIGHT SIDE ADS• Ad units appearing in the Facebook right rail• Use images or video• No call to action button• Not available on mobile• https://www.facebook.com/business/ads-guide/
@marketingmojo | @janetdmiller©2015, Janet Driscoll Miller
FACEBOOK DESKTOP NEWSFEED ADSPROS AND CONS
Pros ConsDemographic targeting available B2B performance questionableCPC or CPM basis Limited B2B data compared to
LinkedInUse retargeting listsCheaper than newsfeed ads(CPM of 10-20% lower than newsfeed)
Not available on mobileNewsfeed feed CTR (against old format of side rail ads: 44x betterConversion rate 5x betterCost per conversion: 67% lower
@marketingmojo | @janetdmiller©2015, Janet Driscoll Miller
ADVERTISING OPTIONS IN FACEBOOK
Mobile Newsfeed
Desktop Newsfeed
Right Column Instagram
@marketingmojo | @janetdmiller©2015, Janet Driscoll Miller
INSTAGRAM ADS
@marketingmojo | @janetdmiller©2015, Janet Driscoll Miller
INSTAGRAM ADS• Ad units appearing in the Instagram newsfeed• Need an Instagram brand account• Use images only• Include a call to action• https://www.facebook.com/business/ads-guide/
@marketingmojo | @janetdmiller©2015, Janet Driscoll Miller
FACEBOOK DESKTOP NEWSFEED ADSPROS AND CONS
Pros ConsDemographic targeting available B2B performance questionableCPC or CPM basis Limited B2B data compared to
LinkedInUse retargeting lists
@marketingmojo | @janetdmiller©2015, Janet Driscoll Miller
@marketingmojo | @janetdmiller©2015, Janet Driscoll Miller
ADVERTISING OPTIONS IN TWITTER
Objective-Based
Promoted Tweets
Promoted Accounts
Promoted Trends
@marketingmojo | @janetdmiller©2015, Janet Driscoll Miller
TYPES OF OBJECTIVE-BASED TWITTER ADS
• Followers• Website clicks or conversions• Tweet engagement• App installs or engagements• Leads on Twitter
@marketingmojo | @janetdmiller©2015, Janet Driscoll Miller
TWITTER ADS• Ad units appearing in the Twitter feed• Need an Twitter brand account• Use images only• Include a call to action• https://biz.twitter.com/ad-products
@marketingmojo | @janetdmiller©2015, Janet Driscoll Miller
TWITTER ADSPROS AND CONS
Pros ConsDemographic targeting available B2B performance questionable
Targeting for business categories is based on “interests” and “behaviors”
Set start and end datesCPM basis Limited B2B data compared to
LinkedInUse retargeting listsApp targetingConversion tracking
@marketingmojo | @janetdmiller©2015, Janet Driscoll Miller
INTEGRATION AND ATTRIBUTION
@marketingmojo | @janetdmiller©2015, Janet Driscoll Miller
WHY INTEGRATE CHANNELS?
@marketingmojo | @janetdmiller©2015, Janet Driscoll Miller
WHY INTEGRATE CHANNELS?
@marketingmojo | @janetdmiller©2015, Janet Driscoll Miller
INTEGRATION:IT’S A PIECE OF CAKE
@marketingmojo | @janetdmiller©2015, Janet Driscoll Miller
LAYERING
Social Targeting(LinkedIn)
Retarget(Google AdWords, Bing Ads, Twitter, Facebook)
@marketingmojo | @janetdmiller©2015, Janet Driscoll Miller
STEP BY STEP TO CONVERT AND ATTRIBUTE1. 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.
@marketingmojo | @janetdmiller©2015, Janet Driscoll Miller
JANET DRISCOLL MILLERPresident and CEO
434.975.6656 x101
jmiller@marketing-mojo.com
@janetdmiller +JanetDriscollMiller
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