How to Leverage your Content Marketing, Channel-Specific Growth Skills “Review”
Get 10x your Conversions with Digital PR and Facebook Ads
As some countries start to emerge from the pandemic, people have acclimated to using more digital media. eMarketer reports that in the United States, adults will spend a daily average of 7 hours and 59 minutes with digital media this year. This media consumption will continue to grow in 2022.
With this trend and new habits in the new normal, marketers will have to think about creating more inbound marketing for customer-centric content and for better ROI.
Unlike disruptive marketing (i.e. advertising via newspapers, radios, televisions, and the internet), inbound marketing shows relevant and useful content that pulls the attention of the customers toward your brand or company.
Let’s start with DIGITAL PR
Digital PR is a strategy used to increase awareness of your brand using online methods.
Digital PR is part of marketing whose key role is about developing connections and relationships with people online and building an online reputation for your brand and company.
You carry this out using techniques like SEO, content development, social media, online newsrooms, online media coverage, blogs, and websites.
According to Robert Wynne, contributor in Forbes, the scope of what PR specialists do include the following:
- Write and distribute press releases
- Speech writing
- Write pitches (less formal than press releases) about a firm and send them directly to journalists
- Create and execute special events designed for public outreach and media relations
- Conduct market research on the firm or the firm’s messaging
- Expansion of business contacts via personal networking or attendance and sponsoring at events
- Writing and blogging for the web (internal or external sites)
- Crisis public relations strategies
- Social media promotions and responses to negative opinions online
What are some realistic goals for attributing success to specific placements and mentions? How specific can we get in tracking and to what degree of confidence?
Attribution and Goals in PR
Here are three metrics to remember:
- Quality of Mention
2. Quality of Articles
3. Number of Articles
Ray Young, president at Razor Sharp Public Relations and instructor at CXL emphasized that “PR is very much part of a holistic marketing approach, and it is a huge component of your overall marketing because it serves and provides a validation, a third-party validation…[of] bloggers or a journalist writing about you.
Your Digital Strategy can be different depending on the size of the company. [B]ut the most important thing is your website. That’s your presence, that’s your home, on the internet, your blog should be a big part of that. That’s where everything else is pointing in. Your Twitter feed, Facebook, Pinterest, Instagram, Snapchat.”
FACEBOOK ADS
The Sales Funnel Strategy and the B.E.L.T. Method
Curt Maly, Facebook Advertising Expert @ Black Box social media introduces his B.E.L.T. Method which stands for Belief, Engage, Lead, and Transact.
He shares that his BELT methodology moves the prospect along the customer journey while also building trust and authority in the product, brand, or service.
Curt stresses that you use the BELT Method to build brand awareness and authority, indoctrinate the audience to the problem that your product/service
solves, provide them with a logical solution or next step to move
forward, and get customers to invest in you.
How does this work on Facebook?
In the Top of the Funnel
Begin building trust by helping the prospect with questions related to the issue that you can help them solve.
The content may not talk about the exact problems your product
solves — and that’s a good thing!
In the Middle of the Funnel your prospects are aware of the solutions to their problem.
They are more interested than prospects in the Top of the Funnel but need to be nurtured more prior to making a purchase decision.
Content for the Middle of the Funnel should be edutainment (educational and entertaining) and introduce more information about your brand’s solutions.
At the Bottom of the Funnel
People have thought about their options and are ready to make a buying decision.
Content for the Bottom of the Funnel should encourage clicks to your sales/cart page.
AUDIENCE MANAGEMENT
Most people set up their objectives in a linear approach.
But Facebook tells you to adopt a full-funnel strategy using different campaign objectives and formats to reach differentiated profiles within an audience.
Leverage all targeting options: core audiences, custom audiences, and lookalike audiences.
Pull reached audiences into the bottom of the funnel through retargeting video viewers and website visitors.
Thus, run influencer content to show multiple contact points. Target all possible avenues. Use different modalities. Use reach campaigns, website clicks, video views. Run ads for the top, middle, and bottom funnels.
To get better than a high Clickthrough rate (CTR), you should look at consumption.
Page Likes are often considered a vanity metric. They are not a good measure of the success of your Facebook campaigns compared to engagement, reach, or other metrics.
But here’s why it’s important. Page Likes show your audience size on Facebook. Over time, that number should be growing.
Ideally, you want to retain your current followers and add on new ones. Then measure your audience growth to know the performance of your Facebook campaigns.
Understand the new customer journey so you can properly structure
your Facebook ad campaigns for success.
Structure a sustainable and scalable Facebook marketing campaign
that generates less expensive traffic, leads, and sales while also
lowering your risk of an ad account shutdown.
For in-depth lessons on the B.E.L.T. Method and Strategies, visit CXL Institute. CXL Institute offers mini degree programs: Conversion Optimization; Customer Acquisition; Data Analytics; Digital Psychology and Persuasion; Growth Marketing; Technical Content Marketing and Technical Marketing. CXL Institute offers digital marketing courses taught by the absolute best practitioners in the world today. Some of the companies that train their teams at CXL: Amazon, Google, Cisco, Hewlett Packard Enterprise, and many more.