How to leverage paid social media advertising to achieve enrollment goals by josh walovitch and...
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Transcript of How to leverage paid social media advertising to achieve enrollment goals by josh walovitch and...
Find Out How to:
Leverage Paid Social Media Advertising to Achieve Enrollment Goals
Josh WalovitchDirector of Digital,
Social & Paid Media@joshovitch
Charles LockwoodInteractive Designer
& Web Strategist@thelockwould
SOCIAL FEEDS ARE THE NEW HOMEPAGES
RELEVANT CONTENT
NEWS STORY / VIRAL VIDEO
SOMETHING YOU WILL SHARE WITH OTHERS
No Longer do we have access to our target’s
attention. ( and our tools don’t work like they used to )
WEBSITES, DIRECT MAILBROCHURES, POSTCARDS, FLYERS, BANNER ADS, POSTERS, EMAIL, PPC ARE THESE THE MEDIUMS PEOPLE CONSUME & SHARE & ENGAGE WITH CONTENT?
let’s see what happened to the effectiveness of our tools when we used them based on an outdated marketing outlook:
Banner ad click-thru rates
Mid 90’s: 3.0%Early 2000s: 0.5%2010: 0.1%2014: 0.04%
(Advertising and the World Wide Web by David Shuman and Esther Thorson, 2014
and Hubspot)
in 2018 smart phones will overtake non-smartphones, skyrocketing to 3.5 billion consumer devices worldwide (cisco)
So here’s that question again:
why do marketers continue to invest so heavily in email, direct mail, ppc, banner ads, etc?
When they themselves, as a consumer,don’t fall for those tactics.
Social media content is seen by more customers than any other medium at a frequency higher than any other medium
Not investing in social media is equivalent to:
Social Media Core Approach
ADD VALUEEDUCATE
ENTERTAIN(and then every once in awhile ask them to do something for us)
In order for organic social marketing to really work, you have to devote a large amount of resources* to:
LONG TERM COMMUNITY MANAGEMENT
CONSTANTLY CREATING MEANINGFUL CONTENT
ACTIVELY BUILDING RELATIONSHIPS
*Designers, videographers, front-end developers, back-end developers, photographers, writers, creative directors, art directors, etc.
Last year, Nestle revealed that its teams produce more than 1,500 pieces of marketing content each day for more
than 800 Facebook pages.
Assuming each FB post takes 2 hours of work, that means they spend roughly:
$127,500/day on FB posts alone.
How can you as smaller, in-house marketing departments (with limited resources) fully utilize these social platforms to:
AFFECT THE BOTTOM LINE
DRIVE ADMISSIONS
GATHER DEMOGRAPHIC INSIGHT
What is the goal?
Get our brand in front of targets in a meaningful way,
in the places they spend most of their time
What is the obstacle?
Organic reach isn’t working. Not to mention it’s not like sending another email is going to get the job done.
PAY-PER-CLICK, FACE-TO-FACE, EVENTS, CORPORATE SPONSORSHIPS, DIRECT MAIL, ETC.THEY NEEDED MORE LEADS.
If you’re already using adwords along with conversion-driven Landing Pages,
all your content is basically already created
DEMOGRAPHIC, AGE,JOB TITLE, COMPANY NAME,LOCATION, INTERESTS, GENDER, LANGUAGE, ETC.+ THOSE EMAIL LISTS
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ad variationslet the market decide.
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if the ad isn’t working, it’s sent packing.
(or simply packed away)
Agile Marketers
Paid social campaigns allow an in-house department to
think and act more creatively when it comes to marketing.
Paid social is:A great addition to your mix for driving leads at low cost in a marketing climate where your existing marketing mix no longer yielding the
same bang for your buck as it used to.