making it happen: search & social

March 5, 2015

Making It Happen:

Search & Social

Janet Driscoll Miller President and CEO

Marketing Mojo

@janetdmiller

searchmarketingexpo.com

@JanetDMiller #SMX #33C

INTENT IDENTITY



• Demographics: • Gender

• Age

• Ethnicity

• Income

• Employment status

• Language

• Psychographics: • Personality

• Values

• Opinions

• Attitudes

• Interests

• Lifestyles

WHAT ARE DEMOGRAPHICS AND PSYCHOGRAPHICS?



• “Social Media Management Software” • Enterprise level product: 12 months/$100,000 commitment

• But WHO searches using this term?

THE INTENT CHALLENGE



• “Ham-Fisted Bidders” are bidding on ego and not on

the results the advertising brings

• The more expensive the B2B offering, the higher

the bid

• Competition is high for a limited B2B audience

THE PAID SEARCH PROBLEM IN B2B

“RAID Data Recovery” $64 CPC “business VOIP solutions $51 CPC “managed hosting providers” $49 CPC “data room services” $41 CPC “VPS Dedicated Server” $32 CPC “managed services provider” $31 CPC “merchant account providers” $28 CPC “medical billing software” $27

“best conference call service” $25 CPC “domain names registry” $24 CPC “online backup software” $24 CPC “server monitoring software” $24 CPC “managed IT services” $23 CPC “CRM Software Programs” $22 CPC “business credit card” $19 CPC “business bank account” $15 CPC

Search Engine Marketing Roundup

INTENT (SEARCH ENGINES)

IDENTITY (?)

INTENT (SEARCH ENGINES)

IDENTITY (SOCIAL MEDIA)



WHY SOCIAL?

Facebook LinkedIn

Likes Industry

Gender Gender

Status Update Title and/or Function

Geographic Region Geographic Region

School Company Size

Age Seniority Level

Income Targeting Groups



COMBINING IDENTITY

WITH INTENT

Source: Marin Software



Visitor Signs Up

Visitor Does Not Sign Up

User clicks on social ad

Mark visitor as healthcare CIO

THE KEY: INTEGRATION Ad targeted towards

healthcare CIOs Landing page –

Webinar registration

Retargeted Display Ads via Google

Retargeted Display Ads via Facebook

Retargeted Search Ads via Google

Nurture via marketing automation



• Continue to nurture the relationship via:

• New offers

• Targeted, personalized messages

GOOGLE ADWORDS DISPLAY RETARGETING



CASE STUDY: ENTERPRISE SOFTWARE

0

100

200

300

400

PPC Alone PPC and LinkedIn

Conversions

0

200

400

600

800


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)

ROI 281%



SOCIAL LOGIN



THINK BEYOND LANDING PAGES AND ADS

10% used

social login



GETTING STARTED



• What do your current customers look like?

• What are their demographics?

• What are their psychographics?

DEVELOP BUYER PERSONAS



• Determine best platforms

• Consider using social logins/form fills

• Ensure you meet the minimums

• Display retargeting on Google: 100/audience

• RLSA on Google: 1000/audience

DETERMINE TARGETING



DETERMINE MESSAGING AND OFFERS



• Run ads on social platforms

• Retarget website visitors and social ad respondents via retargeting

• Personalize offers and ads

RUN ADS AND RETARGET

making it happen: search & social

Marketing

c demographics

c intent identity

c social login

c think

cpc server monitoring

cpc online backup software

cpc medical billing

cpc crm software programs