BrightonSEO 2024 - Driving The Full Customer Journey Through Paid Social

In this talk, Hollie will explore how to leverage Paid Social to drive the full customer journey, from brand awareness to building loyalty.

She’ll cover optimizing creatives, measuring performance at each funnel stage, and share tips for gaining deeper audience and creative insights within platforms.

Transcript

1. Driving The Full Customer Journey Through Paid Social Hollie Thubron HOUSE OF PERFORMANCE Speakerdeck.com/holliethubron @holliethubron
2. how do you use paid social? #brightonSEO @holliethubron
3. why should you care? #brightonSEO @holliethubron
4. your customers care #brightonSEO @holliethubron
5. 75% of people research brands on social media before converting #brightonSEO @holliethubron Source: IBM
6. 52% of online brand discovery happens on social media #brightonSEO @holliethubron Source: GWI (Q2 2022)
7. your competitors care #brightonSEO @holliethubron
8. Social makes up 29% of all paid ad spend & is increasing #brightonSEO @holliethubron
9. okay, but which platforms? #brightonSEO @holliethubron
10. 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
11. 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
12. 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
13. 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
14. 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
15. 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
16. Why The Full Funnel Matters retargeted visitors are 70% more likely to convert #brightonSEO @holliethubron Source: Outgrow
17. don’t forget them once you’ve got them! #brightonSEO @holliethubron
18. 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
19. A Full Funnel Strategy: The How Reach while... Engage while... Convert while... Re-engage while... #brightonSEO @holliethubron Scrolling Watching Listening
20. A Full Funnel Strategy: The How Reach while... Engage while... Convert while... Re-engage while... #brightonSEO @holliethubron Scrolling Watching Listening
21. A Full Funnel Strategy: The How Reach while... Engage while... Convert while... Re-engage while... #brightonSEO @holliethubron Scrolling Watching Listening
22. A Full Funnel Strategy: The How Reach while... Engage while... Convert while... Re-engage while... Scrolling Watching Listening Watching #brightonSEO @holliethubron
23. Brand lift studies A Full Funnel Strategy: The How Well #brightonSEO @holliethubron
24. Brand lift studies Traffic quality A Full Funnel Strategy: The How Well #brightonSEO @holliethubron
25. Brand lift studies Traffic quality Share of search A Full Funnel Strategy: The How Well #brightonSEO @holliethubron
26. Brand lift studies Traffic quality Share of search Brand searches A Full Funnel Strategy: The How Well #brightonSEO @holliethubron
27. optimising creatives: know your audience, know your platform #brightonSEO @holliethubron
28. Loop Earplugs: TikTok
29. Loop Earplugs: Meta
30. Loop Earplugs: LinkedIn
31. optimising creatives: through the funnel #brightonSEO @holliethubron
32. LET’S LOOK AT AN EXAMPLE... Anté Beauty: Awareness #brightonSEO @holliethubron Non-branded, UGC Product not shown until end CTA: ‘Learn More’
33. LET’S LOOK AT AN EXAMPLE... Anté Beauty: Consideration #brightonSEO @holliethubron Problem statement & product solution Product USPs highlighted Testimonial CTA: ‘Learn More’
34. LET’S LOOK AT AN EXAMPLE... Anté Beauty: Conversion #brightonSEO @holliethubron Visual results How device works More USPs CTA: ‘Shop Now’
35. HONOURABLE MENTION Keep Beauty London
36. optimising creatives: bringing them back & spreading the word #brightonSEO @holliethubron
37. FINISHING THE JOURNEY & Bringing Them Back
38. BOOSTING THE BRAND & Spreading The Word
39. 60% of consumers believe number of reviews is crucial in purchase decisions #brightonSEO @holliethubron Source: trustpulse
40. Campaign Strategy vs Meta Goal Goal: Refine audience, increase intent Awareness Reach
41. Campaign Strategy vs Meta Goal Goal: Refine audience, increase intent Awareness Consideration Reach Engaged View
42. Campaign Strategy vs Meta Goal Goal: Refine audience, increase intent Awareness Consideration Interaction Reach Engaged View Site traffic
43. Campaign Strategy vs Meta Goal Goal: Refine audience, increase intent Awareness Consideration Interaction Action Reach Engaged View Site traffic Conversion
44. Campaign Strategy vs Meta Goal Goal: Refine audience, increase intent Awareness Consideration Interaction Action Loyalty & Advocacy Reach Engaged View Site traffic Conversion Conversion
45. some final tips & tricks #brightonSEO @holliethubron
46. Page View Count Time On Site Scroll Depth Getting Quality Traffic Don’t bid to maximise clicks or landing page views #brightonSEO @holliethubron
47. 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
48. What You Should Takeaway... Why... To invest in Paid Social To look beyond Meta To invest in awareness #brightonSEO
49. 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
50. thank you for listening! #brightonSEO @holliethubron
51. download the slides here: https://speakerdeck.com/holliethubron #brightonSEO @holliethubron