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#INBOUND16
THE TOP 10 FACEBOOK AND TWITTER ADVERTISING
CONTENT PROMOTION HACKS OF ALL TIME
Larry Kim, Founder of WordStream, Inc.
MISSION TO MARS:The Top 10 Facebook and
Twitter Content Promotion Hacks of All Time
Larry Kim, Founder of WordStream, Inc.
OUR TARGET CUSTOMER IS
STRANDED ON MARS!
@larrykim #INBOUND16
BRING HIM HOME
@larrykim #INBOUND16
Distance to Mars: 225 MILLION KM
@larrykim #INBOUND16
Many Prior Efforts Havent Succeeded
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#1. Organic Social Media Reach Stinks!
Buffer Socials Kevan Lee:Weve Lost Half our Organic Social Media Traffic in the Last Year.
@larrykim #INBOUND16
#2: 99.9% of Your Content Goes Nowhere
50% OF Content Gets ZERO Social Shares
Selling Stuff via Content Marketing in 2016 Kind of Feels Like
@larrykim #INBOUND16
@larrykim #INBOUND16
3 Random facts about your flight director
Over 100 Successful flights to
Mars
@larrykim #INBOUND16
1.Originally From Winnipeg
#socialpro #22A2 @larrykim@larrykim @Chimaera_Labs@larrykim #CCS2016@larrykim #INBOUND16
Actual Photos of Boston Last Year
@larrykim #INBOUND16
Live in Harvard Square Cambridge, MA
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WordStreams Headquarters
2008 2016
@larrykim #INBOUND16
Please Stop By WordStreams Booth at Exhibit Hall S22!
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2. STUDIED ELECTRICAL ENGINEERING FOR 5 YEARS
Studied Electrical Engineering For 5 Years
@larrykim #INBOUND16
Have a 2-year old Kid (#ppckid)
How does Content Marketing
REALLY work
?@larrykim #INBOUND16
This (almost) never happens!
Most content goes nowhere
The Path to purchase takes time and is indirect
How Content Marketing Doesnt (Usually) Work
STEP 1 STEP 2 STEP 3
Create New Content
Share on Social Networks (FB,
Twitter, LinkedIn)
People Buy Your Stuff
@larrykim #INBOUND16
How to make Promotion and Sales Work More Reliably?
@larrykim #INBOUND16
New Unicorn Rocket Technology!
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Big Ad Budgets Not Required!
@larrykim #INBOUND16
Use social ads as aCATALYST to Get the
ball Rolling
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Or as an ACCELERANT to Make Bigger Explosions
@larrykim #INBOUND16
1
2
3
(a) Paid Social Ads Provide MOST SCALABLE Content Promotion
CREATEProduce content& share on social
AMPLIFYSelectively promote top content on social media
TAGBuild remarketing audience by tagging site visitors with a cookie
START/GO(Earth)
@larrykim #INBOUND16
5
4
6
(b) Social Ads Turn Visitors into SALES!
RemarketingRemarket your audience with display & social ads and Remarketing
Lists for Search Ads to promote offers
FILTERApply behavioral and demographic
filters on audience
CONVERTCapture qualified leads or sale END/REPEAT
(Mars)
@larrykim #INBOUND16
The Top 10 Paid Facebook & TwitterAdvertising Hacks of All Time!
@larrykim #INBOUND16
Larrys #10 Social Ads Hack:
Quality Score in Facebook and Twitter Ads!
@larrykim #INBOUND16
HIGHER POSTENGAGEMENT
Higher Relevance Score
HIGHER RELEVANCE SCORE
More Impression Share and Lower Cost Per
Engagement
Relevancy Score in Facebook
=
=
@larrykim #INBOUND16
Quality Adjusted Bid in Twitter
HIGHER Relevance, Resonance, Recency =HIGHER Quality Adjusted Bid =
MORE Ad Impressions at Lower Cost
RESONANCE: Are consumers engaging your Tweet? Do they retweet, favorite,
or reply?
RELEVANCE: Is your Tweet related to things a user
is interested in?
RECENCY: Is your Tweet fresh? Fresher Tweets get
higher priority.
@larrykim #INBOUND16
Higher Engagement Rate =(Much) Lower Cost Per Engagement
Engagement RateCost per engagement
$.005 $.02 $.03 $.08
68%
7%
21%
37%
$3.00
1%
@larrykim #INBOUND16
High QS (Great!) High Ad Impression Share Low Cost Per Engagement
Get a High Quality Score! (Duh) High Post Engagement = High Quality Scores
Low QS (Terrible!) Low Ad Impression Share High Cost Per Engagement
@larrykim #INBOUND16
Promote Your BEST Stuff Instead (Unicorns: Your Top 1-2%)
RETWEETS1,488
FAVORITES1,284
6:15AM 7 Mar 2015
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Paid Social Ads ROI Analysis:1500 Retweets & 100K Visitors for $250
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Just Say NO to Sending Donkeys into Space@larrykim #INBOUND16
How to ALWAYS Get High Quality Score Unicorns?
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7 Day Forecast: Sunny in Unicorn Land
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@larrykim #INBOUND16
How To Tell if Your Rocket is a Unicorn or Donkey?
1. Lots of stuff (organically) to Twitter
2. Post Top stuff from Twitter, to LinkedIn & Facebook
3. Pay to Promote the Unicorns on Facebook & Twitter!
@larrykim #INBOUND16
Test More Stuff Organically, Only Send Unicorns Into Space (Top 1-3%)
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How to Find High Engagement Posts? (Unicorns!)
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Paid Social Media Ads.
Organic Social & Content Marketing
Whats The Biggest Difference??
@larrykim #INBOUND16
Key to Paid Social Media Ads: Be Picky!
Cast a Narrow Net, Maximize Engagement
Rates Within.
@larrykim #INBOUND16
Larrys #9 Social Ads Hack: Premium Unicorn Kisses Rocket Fuel
Get Even Better Mileage w/ Keyword Targeting (and other Targeting Methods)
@larrykim #INBOUND16
OMG 10X Higher Engagement By Targeting #NeverHillary
@larrykim #INBOUND16
Best Campaigns Have Precise Audience Definition
(Note: Targeting all your fans is not precise..)
Target:Fans of Donald TrumpSocial Media Marketing Job Titles#neverhillaryNRA Members
Exclude: Democrats
Hillary Fans #neverTrump
Bernie Sanders Fans(etc.)
@larrykim #INBOUND16
Adding Audience Targeting Turns OK Ads Into Unicorns
@larrykim #INBOUND16
Larrys #8 Hack:Solid State Booster Rockets
Get Free Clicks!@larrykim @Chimaera_Labs@larrykim #CCS2016@larrykim #INBOUND16@larrykim #INBOUND16
Buy 1 Retweet, Get 3 Free!
@larrykim #INBOUND16
Larrys #7 Hack:Secondary StageBooster Rockets
Facebook Video Ads!
@larrykim #INBOUND16
@larrykim #INBOUND16
Video Ad Campaigns Increase Relevancy Score
by 2 Points!
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$0.01 Cents Per Video View!
@larrykim #INBOUND16
Larrys #6 Social Ads Hack: Ion Boosters
Custom Audiences
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New Tailored Audiences or Custom Audiences
@larrykim #INBOUND16
People-Based Marketing is LikeEmail Marketing But Better
Email Marketing
Limit number of blasts toreduce unsubscribes
.5-2% unsubscribes each blast
People Need to opt into your list
Tons of unqualified emails on the list
People-Based Marketing
Fixed
Fixed
Fixed
Fixed
@larrykim #INBOUND16
Identity Marketing Using Custom Audiences in Social Ads
Identity based marketing opens up a TON of new and exciting advertising use cases!
@larrykim #INBOUND16
This is aTrue Story
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Shared the Article on My Social Media
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Promoted Post to My List of Influencers
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Business Insider Asks To Publish Story
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SEO LinkBuilding Dance
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Go All-In With Unicorns! Re-promote Post!
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Fox News Producer Emails One Hour Later
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Facebook Baby Hoodie ($25 value!) #ppckid
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Custom Audience Social Ads ROI Analysis: Live Interviews with Fox, BBC, etc. 250 High Value Press Pickups + Links Massive Brand Exposure +100k Site Visitors Im a Columnist on Business Insider Business Relationship /w Facebook Facebook Baby Hoodie worth $25
Total Cost: $50Total Time 10 minutes
@larrykim #INBOUND16
Many Ecommerce
Applicationsfor Custom audiences!
@larrykim #INBOUND16
Ecommerce Audience Email Segmentations
New Purchasers
Non-Purchase Users
Active Purchasers
Customers with Expired Warranty
Abandoned Shopping Cart Users
Frequent Purchasers
High Price Item Purchasers
Recent Purchasers
@larrykim #INBOUND16
#SMX #14B3 @larrykim
Grow Your Audience SizeUsing Similar Audiences!
@larrykim #INBOUND16
Were Nowin Orbit!
Very Few Make it This Far
Larrys #5 Hack:
@larrykim #INBOUND16
Slingshot Around Large Gravitational Force To Save Propellant
@larrykim #INBOUND16
Large Gravitational Forces on Internet:
@larrykim #INBOUND16
Over a Million Views & 6654 Likes!
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Arianna Huffington Shared the Story And Asked Me to Be a Columnist.
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New York Observer, Time Magazine & Mental Floss Syndicated Story. HOW?!
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Ranked #10 Author on
Medium! HOW?!
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Over Half a Million Views / Month!
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@larrykim #INBOUND16
1564 Upvotes + Front Page + 500k Views!
@larrykim #INBOUND16
Larrys #4 Hack: Lunar Gravitational Slingshot
@larrykim #INBOUND16
Hacking Google Machine Language Enabled Ranking Algorithms for
Insanely Awesome SEO
@larrykim #INBOUND16
Current & Future Google SEO Ranking Signals
Current Google
1.Links
2.Keywords
3.?
Future Google??
1.User Engagement Metrics (Click Through Rate & Dwell Time)
2.Links
3.Keywords
@larrykim #INBOUND16
+/- 3% Increase inPost Engagement
+/- 1 Spot in Organic Position
Rankbrain Reward & Penalties?
@larrykim #INBOUND16
Bounce Rate vs. Organic Position
Pass: Bounce Rate Low Enough
Fail: Bounce Rate Too High
@larrykim #INBOUND16
More Clicks & Conversions
Better SEO Rankings
Even More Clicks &
Conversions!
So Get Really High Organic CTRs & Conversion Rates!
@larrykim #INBOUND16
Social Media Ads Builds Brand Recognition & Doubles Organic Search CTR & Conversion Rates!
@larrykim #INBOUND16
Were nowOrbiting Mars!
@larrykim #INBOUND16
Larrys #3 Social Ad Hack:Mars Ascent Vehicle (MAV)
Social Media Remarketing
@larrykim #INBOUND16
LovePop Cards:
@larrykim #INBOUND16
3-Dimensional Pop-Up Cards
@larrykim #INBOUND16
@larrykim #INBOUND16
Returning Visitors:1. Existing Customers
2. 1-Day Remarketing Audience
3. 7, 30, 180-day Remarketing Audiences
New Visitors:1. Lookalike Audiences
2. Interest, Behavior & Demographic-Based Audiences.
Note: Exclude the overlap (duh).
Larrys Ad Retargeting Stack
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@larrykim #INBOUND16
Facebook Product Ads (duh!)
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YouTube TrueView for Shopping Ads
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12-32x Return on Ad Spend! (ROAS)
@larrykim #INBOUND16
Power of SocialRemarketing
So Push HARD OFFERS (Sign-Ups, Consultations, Downloads, etc.)
Engagement Rates!
ConversionRates!
3X
3X1/3 Cost Per Click
@larrykim #INBOUND16
#2 Social Ads Hack: Mars Intercept!
Combining Remarketing + Demographic + Behavioral Targeting + High Engagement Content
@larrykim #INBOUND16
Behold The Awesome Power of Super Remarketing
Behavioral & Interest Targeting =Theyre interested in your stuff
Remarketing = They Recently Checked Out Your Stuff
Demographic Targeting = They Can Afford to Buy Your Stuff
Target a Narrow Audience That Meets all 3 Criteria with HIGH ENGAGEMENT UNICORNS = $$$
@larrykim #INBOUND16
Use Social Ads + PPC Search Ads on
Google Using Remarketing Lists for Search Ads!
(RLSA!)
Larrys #1 Social Hack: Mars Gravitational Slingshot Home
@larrykim #INBOUND16
Target search adsonly to people who recently visited your site!
REMARKETING LISTS FOR SEARCH ADS (RLSA)
Users visit your site, get addedto your remarketing list
Show them customized adswhen they search on Google!
@larrykim #INBOUND16
The Power of SEARCH Remarketing
Click Through Rates3X1/33X
Cost Per Click
So Whats The Catch??
Conversion Rates!
@larrykim #INBOUND16
The Problem with RLSA
Solution: Use Social Ads to make the smaller circle 100-1000x bigger for cheap!
People unfamiliar with your brand
People familiar with your
brand
RLSA only targetsthese usersRLSA Doesnt Target
These Users (By Definition)
@larrykim #INBOUND16
WHAT DOES IT ALL MEAN?
@larrykim #INBOUND16
How Advertising REALLY WorksSTEP 1: Promote Inspirational / Memorable Content about Your Brand to your Target Market
STEP 2: People See The Ad, But Dont Necessarily Take Action Right Away. (But Become Biased)
STEP 3: Later when the Need Arises, People either:
Do a Branded Search for Your Stuff
Do Un-Branded Search but Biased Towards Clicking &
Buying From You.
@larrykim #INBOUND16
Brand Affinity DRAMATICALLY Impacts CTR (+2-3x!)
@larrykim #INBOUND16
Brand Affinity DRAMATICALLY Impacts CONVERSION RATES (+2-3x!)
@larrykim #INBOUND16
Summary: Larrys Top 10 Social Ad Hacks
Unicorn Rockets: Only Launch Unicorns into Space.
10
Unicorn Rocket Fuel: Audience Targeting to Increase Engagement
9
Solid State Boosters: Generate FREE Clicks from Paid Ads
8
Secondary Booster Rockets: Video Ads!
7
Ion Boosters: Custom Audiences
6
@larrykim #INBOUND16
Summary: Larrys Top 10 Social Ad Hacks
Earth Gravity Assist: Reddit, Digg, Medium, Linkedin Pulse, etc
5
Mars AscentVehicle: Social Remarketing
3
Lunar Gravitational Slingshot: Hacking RankBrain for SEO
4
Mars Gravitational Slingshot Home: Combining Paid Search & Social Ads
1
Mars Intercept: Combine Everything with Super Remarketing
2
@larrykim #INBOUND16
Find Your Unicorns!
@larrykim #INBOUND16
Be a Unicorn in a Sea of Donkeys!
@larrykim #INBOUND16
@larrykim #INBOUND16
Visit WordStream at INBOUND #S22 in Exhibit Hall!!
@larrykim #INBOUND16
Thank you,INBOUND!
@larrykim #INBOUND16
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