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BrightonSEO_Deck_v2.pdf

 BrightonSEO_Deck_v2.pdf

Hollie Thubron

October 03, 2024
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  1. Driving The Full Customer Journey Through Paid Social Hollie Thubron

    HOUSE OF PERFORMANCE Speakerdeck.com/holliethubron @holliethubron
  2. 75% of people research brands on social media before converting

    #brightonSEO @holliethubron Source: IBM
  3. Social makes up 29% of all paid ad spend &

    is increasing #brightonSEO @holliethubron
  4. AS WITH EVERYTHING... it depends! MOST USED PLATFORM BY MARKETERS

    (89%) TIKTOK AD REACH IS GROWING YEAR-ON- YEAR 50% OF USERS AREN’T ON INSTAGRAM MOST POPULAR FOR B2B LEAD GEN (78%) PINNERS SPEND 80% MORE IN RETAIL
  5. AS WITH EVERYTHING... it depends! MOST USED PLATFORM BY MARKETERS

    (89%) TIKTOK AD REACH IS GROWING YEAR-ON- YEAR 50% OF USERS AREN’T ON INSTAGRAM MOST POPULAR FOR B2B LEAD GEN (78%) PINNERS SPEND 80% MORE IN RETAIL
  6. AS WITH EVERYTHING... it depends! MOST USED PLATFORM BY MARKETERS

    (89%) TIKTOK AD REACH IS GROWING YEAR-ON- YEAR 50% OF USERS AREN’T ON INSTAGRAM MOST POPULAR FOR B2B LEAD GEN (78%) PINNERS SPEND 80% MORE IN RETAIL
  7. AS WITH EVERYTHING... it depends! MOST USED PLATFORM BY MARKETERS

    (89%) TIKTOK AD REACH IS GROWING YEAR-ON- YEAR 50% OF USERS AREN’T ON INSTAGRAM MOST POPULAR FOR B2B LEAD GEN (78%) PINNERS SPEND 80% MORE IN RETAIL
  8. AS WITH EVERYTHING... it depends! MOST USED PLATFORM BY MARKETERS

    (89%) TIKTOK AD REACH IS GROWING YEAR-ON- YEAR 50% OF USERS AREN’T ON INSTAGRAM MOST POPULAR FOR B2B LEAD GEN (78%) PINNERS SPEND 80% MORE IN RETAIL
  9. AS WITH EVERYTHING... it depends! MOST USED PLATFORM BY MARKETERS

    (89%) TIKTOK AD REACH IS GROWING YEAR-ON- YEAR 50% OF USERS AREN’T ON INSTAGRAM MOST POPULAR FOR B2B LEAD GEN (78%) PINNERS SPEND 80% MORE IN RETAIL
  10. Why The Full Funnel Matters retargeted visitors are 70% more

    likely to convert #brightonSEO @holliethubron Source: Outgrow
  11. A Full Funnel Strategy: The Brief Drive brand growth The

    Mission Be the ‘go-to’ brand in my industry The Vision Increase awareness & acquire new customers The Task #brightonSEO @holliethubron
  12. A Full Funnel Strategy: The How Reach while... Engage while...

    Convert while... Re-engage while... #brightonSEO @holliethubron Scrolling Watching Listening
  13. A Full Funnel Strategy: The How Reach while... Engage while...

    Convert while... Re-engage while... #brightonSEO @holliethubron Scrolling Watching Listening
  14. A Full Funnel Strategy: The How Reach while... Engage while...

    Convert while... Re-engage while... #brightonSEO @holliethubron Scrolling Watching Listening
  15. A Full Funnel Strategy: The How Reach while... Engage while...

    Convert while... Re-engage while... Scrolling Watching Listening Watching #brightonSEO @holliethubron
  16. Brand lift studies Traffic quality Share of search A Full

    Funnel Strategy: The How Well #brightonSEO @holliethubron
  17. Brand lift studies Traffic quality Share of search Brand searches

    A Full Funnel Strategy: The How Well #brightonSEO @holliethubron
  18. LET’S LOOK AT AN EXAMPLE... Anté Beauty: Awareness #brightonSEO @holliethubron

    Non-branded, UGC Product not shown until end CTA: ‘Learn More’
  19. LET’S LOOK AT AN EXAMPLE... Anté Beauty: Consideration #brightonSEO @holliethubron

    Problem statement & product solution Product USPs highlighted Testimonial CTA: ‘Learn More’
  20. LET’S LOOK AT AN EXAMPLE... Anté Beauty: Conversion #brightonSEO @holliethubron

    Visual results How device works More USPs CTA: ‘Shop Now’
  21. 60% of consumers believe number of reviews is crucial in

    purchase decisions #brightonSEO @holliethubron Source: trustpulse
  22. Campaign Strategy vs Meta Goal Goal: Refine audience, increase intent

    Awareness Consideration Interaction Reach Engaged View Site traffic
  23. Campaign Strategy vs Meta Goal Goal: Refine audience, increase intent

    Awareness Consideration Interaction Action Reach Engaged View Site traffic Conversion
  24. Campaign Strategy vs Meta Goal Goal: Refine audience, increase intent

    Awareness Consideration Interaction Action Loyalty & Advocacy Reach Engaged View Site traffic Conversion Conversion
  25. Page View Count Time On Site Scroll Depth Getting Quality

    Traffic Don’t bid to maximise clicks or landing page views #brightonSEO @holliethubron
  26. Avoiding Mixed Audiences Audiences of video ad viewers will not

    be specific to a campaign. If you use the same video at different funnel stages, upload duplicates & create separate audiences. #brightonSEO @holliethubron
  27. What You Should Takeaway... Why... To invest in Paid Social

    To look beyond Meta To invest in awareness #brightonSEO
  28. What You Should Takeaway... Why... To invest in Paid Social

    To look beyond Meta To invest in awareness How... To build a full funnel strategy To tailor creatives, platform & funnel To measure performance #brightonSEO