[Webinar] The 5 Steps to a High-Converting Social Media Campaign

1. @MPatterson22 @unbounce #unwebinar Michael Patterson Digital Marketing Specialist Sprout Social The 5 Steps of a High-Converting Social Media Campaign Thank you for joining us! Well be starting in just a few minutes. Ryan Engley Director of Customer Success Unbounce

2. The recording and slides will be emailed by the end of the week

3. try.unbounce.com/for-social-media-conversions

4. Stick around after the UnwebinarSee how Unbounce can help you quickly build and publish targeted landing pages (without having to code)

5. @Ryan_Engley @unbounce #unwebinar Join our chat on Twitter Ryan Engley Director of Customer Success Unbounce @Ryan_Engley

6. @MPatterson22 @unbounce #unwebinar Join our chat on Twitter Michael Patterson Digital Marketing Specialist Sprout Social @MPatterson22

7. The 5 Steps of a High-Converting Social Media Campaign

8. The 5 Steps of a High Converting Social Media Campaign

9. FUEL THE TOP OF YOUR FUNNEL BY INCREASING YOUR SOCIAL REACH

10. Increase Your Reach The 5 Steps of a High Converting Social Media Campaign

11. @morys @unbounce #unwebinar How can you increase your social reach? Optimize for social shares. Get to know the network algorithms. Experiment with real-time marketing. Embrace the use of hashtags. @mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar

12. Getting a social share, such as a Retweet, is one of the quickest ways to immediately expand the reach of one of your social posts: so how do you get more? Optimize for Shares @mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar Mention popular people or companies. Research your old social posts. Spend the time to create great content. Network with content partners.

13. @morys @unbounce #unwebinar u - affinity score between viewer and creator w - weight for this edge type d - time decay factor Study the Algorithms @morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar Knowing the acceptableand unacceptable posting practices will help you from getting penalized, and can result in increased reach.

14. Take advantage of popular, trending world events in order to increase the reach of your brand. Try Real-Time Marketing @mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar

15. @morys @unbounce #unwebinar Embrace the Hashtag Find hashtags relevant to your industry. Create your own custom hashtag. @morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar

16. CREATE & SHARE CONTENT THAT DRIVES MORE CLICKS THROUGH TO YOUR LANDING PAGE

17. Fuel Your Funnel with Increased Reach Create Highly Clickable Content The 5 Steps of a High Converting Social Media Campaign

18. @morys @unbounce #unwebinar How can you drive more clicks? Use historical data to see which copy resonates with your audience. Use historical data to see which days of the week drive most clicks. Use historical data to see which times of the day drive most clicks. @mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar

19. Try exporting all of your past data and creating a word cloud. This will help you quickly see which types of copy gets clicks. Use Copy that Resonates @mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar How strong of a CTA? Are there specific buzz words? What kind of voice resonates?

20. Our temperaments, interests and needs change as we move through the week: so should your social strategy. Schedule Posts for the Best Days @mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar

21. Just like the day of the week, we typically feel differently at various times of the day. For example, are your fans more likely to click on your posts while commuting into work? Schedule Posts for the Best Times @mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar

22. @MPatterson22 @unbounce #unwebinar NSAMCWADLP Oli Gardner

23. ALWAYS USE A UNIQUE LANDING PAGE FOR SOCIAL CAMPAIGNS

24. Fuel Your Funnel with Increased Reach Use Data to Increase Clicks Customize the Experience The 5 Steps of a High Converting Social Media Campaign

25. Think about your full marketing experience. Youre setting expectations for your visitors when they click your social posts or ads. What kinds of experiences are you creating? Are you following through on the expectations you set? How does this impact your conversation rates? Think Beyond Your Social Post @mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@Ryan_Engley @unbounce #unwebinar

26. @mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@Ryan_Engley @unbounce #unwebinar

30. These Are Poor Marketing Experiences @mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar Theyre awful for your visitors and bad for your conversion rates. @mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@Ryan_Engley @unbounce #unwebinar

35. Delightful! @mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@Ryan_Engley @unbounce #unwebinar

36. Improve Relevance by Improving Message Match @mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar Make sure that your headlines match your visitors expectations and reassure them that theyre in the right place. Your landing pages hero shot should accurately represent your product or service (and match the imagery in your ad or post). @mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@Ryan_Engley @unbounce #unwebinar

37. What Do I Want My Visitors to Do When They Land on My Page? @mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar Your campaign should have one goal. @mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@Ryan_Engley @unbounce #unwebinar

42. Attention Ratio is the ratio of things your visitors can do on a page to the number of things you want them to do. This page has an attention ratio of 32:1 Reduce Your Attention Ratio to 1:1 @mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@Ryan_Engley @unbounce #unwebinar

46. Delightful! @mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@Ryan_Engley @unbounce #unwebinar

47. ENGAGE WITH YOUR CUSTOMERS TO REDUCE YOUR CHURN RATE

48. Fuel Your Funnel with Increased Reach Use Data to Increase Clicks Customize the Experience Reduce Churn The 5 Steps of a High Converting Social Media Campaign

49. @morys @unbounce #unwebinar The Current State of Social Engagement @morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar

50. @morys @unbounce #unwebinar How can you improve engagement? Respond to all inbound messages in a complete and timely manner. Monitor for non-branded social media mentions. Get the rest of your teams involved in your social marketing efforts. @mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar

51. Respond to All Messages @mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar Not counting trolls or accidental posts, its important to respond to every message that is sent to your brand and in a timely manner. Engaging with your customers can help quell post-purchase dissonance.

52. Monitor for Non-Branded Social Mentions @mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar Not every person will include you in their gripingsome probably think youll never actually even see their message! Monitor for brand and product mentions, then surprise customers and prove that you truly care.

53. Get Your Team on Social @mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar Its not always the case that the person responding on social will have all of the answers. Work towards getting the rest of your team on social for better collaboration.

54. BUILD ON THESE RELATIONSHIPS TO INCREASE CUSTOMER LIFETIME VALUE

55. Fuel Your Funnel with Increased Reach Repeat Use Data to Increase Clicks Customize the Experience Reduce Churn The 5 Steps of a High Converting Social Media Campaign

56. @morys @unbounce #unwebinar How Can You Continue Driving Sales? Get your current customers back to your site. Encourage brand advocacy from your customers. Increase reach through customer generated content. @mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar

57. Engage Past Customers @mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar The Pareto Principle would state that 80% of our revenue is generated from 20% of our customersso continue to engage with them!

58. Promote Customer Advocacy @mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar If your customers truly love your product you can create a referral program promoting customer advocacy. Give them unique links they can use to drive traffic via social.

59. Facilitate User Generated Content @mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar

60. Get a free 30-day Trial lps.sproutsocial.com/unbounce THE 5 STEPS OF A HIGH CONVERTING SOCIAL MEDIA CAMPAIGN

61. try.unbounce.com/for-social-media-conversions

[Webinar] The 5 Steps to a High-Converting Social Media Campaign

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