How To Market and Advertise Your Business Using Social Media

Illawarra

What’s tonight about?

• Using Social Media To Reach Your Target Market

• The Pros and Cons of Digital Advertising

• How to Write Powerful Online Ads

• 3 Keys To Avoid Over Spending

Some Facts

• 89.62% of Australians use the internet

• Making 6,000,000 searches per done on Google Australia

• 63.9% of people use search engines as first step in buying

• 54.6% start searching 1-3 months before buying

• 59.6% of clicks are on top 3 organic listings

• 55% of people spend less than 15 seconds on a website

= Traffic

Paid Adverts

Search

Social Media

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When is traffic

worthless?

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© Mayvin Training Institute Pty Ltd

It should be clear and easy to navigate

Show the value you offer

Be customer centric

Be interactive

Show your brand and brand values

CAPTURE LEADS© Mayvin Training Institute Pty Ltd

Your Website is Your Place of Business

Which Social Media Platforms?

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• Facebook – too many people to ignore

• Linked In – B2B and professional networking

• Instagram – 17 – 35 year olds

• Pinterest – female, 30+

• Twitter – news, publishing, celebs,drive traffic

• YouTube – huge volume of video being consumed by all ages

Which Platforms?

Pros and Cons

What Can Digital Ads Do?

• Send traffic anywhere on the internet• Your social media platforms• Your website• A landing page

• Increase visibility of your posts/updates• Get your business on page 1!• Increase brand awareness

• broadly available

• targeted audience

• cost effective

• measurable

Benefits/Opportunities

Risks

• terminology can be tricky

• learn first

• results depend on quality of ads

• you commit to a budget, it is likely to be spent

• test, tweak and re-test

Terminology

1. Pay Per Impression (PPM)

• You pay when your ad is shown

2. Pay Per Click (PPC)

• You pay when your ad is clicked

3. Boost Post

• Pushes post into more newsfeeds

Powerful Ads

What is the trick?

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Powerful ads:

1. High click through rateNo of appearances/times on screen x 100%

No of times clicked

2. High conversion No of times clicks x 100% No of transactions

5 Keys to Powerful Ads

1. Send traffic somewhere they can convert2. Short and sweet – no need to fill all space3. Include CTA (reason to click)4. Exclude irrelevant audience5. Know your keywords

Identify a need

Choose a tool to search with

Describe their need to

search tool

Search tool provides

search results

Click relevant results to find

info/products/businesses

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How Do People Search1

5

4 3

2

The words “searchers” use are called search terms

OR

Keywords to the person trying to be found

IT IS CRITICAL TO KNOW YOUR KEYWORDS

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How Will People Find You?

• Use Google Keyword Plannerhttp://www.adwords.google.com/

• Go to Tools, Keyword Planner

• Search and sort

• Choose at least 20 core target keywords

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Choose Your Keywords

Let’s get your business on Page 1!1. Choose 1 keyword for which you are currently not on page 1

2. Go to http://www.adwords.google.com/

3. Sign in or create an account

4. Select Campaigns

5. Click +Campaign and selectSearch Network only

6. Choose your audience

7. Nominate your budget

8. Write your ad

9. Submit for review

3 Keys To Avoid Overspending

1. Know your target audience• who• where

2. Define budget carefully • daily budget• start and end date

3. Split test, split test, split test and monitor and measure

Thank you for attendingSee you ONLINE!

Illawarra Digital Enterprise Partners