the traffic trifecta: driving more sales through paid search + organic social + paid social

1@erinsagin @andrewcaravella


Meet Your Presenters

Erin Sagin

• PPC Evangelist & Community

Manager

• 4+ years at WordStream

• Hoola hooper, avid traveler, and

devotee of just about every

Netflix original TV series

• Tweet me! @erinsagin

Andrew Caravella

• VP, Marketing at Sprout Social

• 3+ years at Sprout Social

• Industry speaker, SoulCycler,

Tennis fanatic and known jet-

setter.

• Tweet me! @AndrewCaravella


Agenda: Our Traffic Funnel

Organic social media boosts:• Reach of your social posts

• Size of your social following

• Amount of search traffic you receive

Integrated paid search and social strategies:• Capitalize on your newfound search volume

• Convert social media impressions into revenue


Launch Poll


Optimize Organic Content to

Increase Reach & Awareness

#1


Step 1: Pull Historical Message Data


Step 2. Study Your Most Successful Posts

What Post Types Perform?

• Links

• Photos

• Videos

• Gifs

• Text Updates

• Offers

• User-Generated-Content

What Content Performs Well?

• Company Updates

• Articles from Your Blog

• Articles from Other Blogs

• eBooks

• Webinars

• Templates

• Free Tools


Step 3: Leverage Hashtags in Your Posts


Step 4: Geo-Target Your Messages


Step 5: Determine the Best Days to Post


Step 6: Determine the Best Times to Post


Find New Prospects With

Active Social Listening

#2


Monitor Key

Phrases

• Brand Mentions

• Product Mentions

• Purchase Intent

• Customer Needs

• Competitors

• Misspellings

“Chicago restaurants”


Improve Brand Awareness Through

Customer & Community Advocates

#3


Get Your

Customers

Talking

1. Identify customer thought-

leaders and active users

1. Understand why customers

would want to talk about you

2. Provide amazing customer

support to ensure happiness

3. Engage with and amplify

customer content as you would

your own


Get Thought

Leaders Talking

1. Identify thought-leaders important

to your brand/category

• Scale with tools

• Buzzsumo or Followerwonk.

2. Follow their social profiles and

engage with their content regularly

3. Ask them for content/blog quotes

and contributions, then mention

them when you post it

4. Grow the relationship until they

organically share your content


Amplify & Extend Brand Reach

Through Employee Advocacy

#4


Individual Employees are Highly Connected

AVERAGE

305 Friends

55% HAVE

300–3,000 Connections

AVERAGE

208 Followers


The Benefits of Employee Advocacy


trusted community of 85,000

100 employees

x 850 connections

Activating Employees Amplifies Brand Reach


Build More Qualified Relationships

with 1-1 Engagement

#5


Engage with Customers Not Quite Ready to Convert


Step Up Your Mobile-Ad Game

#6


Mobile Is Officially a Big Deal


You Can’t Continue to Ignore Mobile


These Are All Too Familiar


Why the HECK Did We Create These Crappy

Landing Pages?!?! CRYING


Because Mobile Is Slow…


Because Mobile Screens Are Tiny…


Because People Are Dumb


% Who Switched to Full Site


Conversion Rates: Mobile Site vs. Full Site


Invest In New Mobile Landing Pages


In the Interim — Explore Call Only Campaigns

Bypass Your

Mobile Landing

Pages

Altogether!


Revamp Your Ad

Extensions & Formats

#7


Really, Erin?


Extensions Are Practically Mandatory


New AdWords Extensions


New BingAds Extensions


Extension Implementation Strategy


Utilize AdWords NEW!

Customer Match Feature

#8


Identity Based Marketing = The Future


Identity-Based Marketing in Google?!


Even Better Match Rates Than Facebook!


Putting It Into Practice

• Cross-Sell/Upsell/Resell existing customers

• Segment and prioritize top candidates

• Exclude Existing Customers

• Extend to Similar Audiences


Amp Up Your Video Ads Efforts

#9


Video Ads Are Quickly Gaining Popularity

Video ad revenue is

expected to grow by

TWENTY PERCENT!


People LOVE to Engage With Video Content


Beat Your Competitors to the Punch


Leverage Existing Video Content


Use Video To Nurture Existing Prospects

with Customer Match


Good Results?

Broaden the Net with Similar Audiences!


Leverage Facebook Retargeting

#10


Remarketing Works Wonders

Yep, that’s

$56…on ice

cream. All thanks

to remarketing.


Conversion Rates Increase With Ad Exposure


Only One Problem…


Facebook Offers More Customization


You Can Go Bananas With Targeting


Create Super Targeted Ads That WOW Viewers


Launch Poll


Live Q&A

@AndrewCaravella @ErinSagin


Thanks for Attending!Tweet your questions

@AndrewCaravella @ErinSagin

the traffic trifecta: driving more sales through paid search + organic social + paid social

Sales