Your branding is great, your message spot on & your target audience identified.

You invest time engaging on social media

What's next?

Introduction

Research

Target Setting/KPI Matching

Content Creation

Social Distribution

Analysis

Because it’s a big investment

Research

Target Setting/KPI Matching

Content Creation

Social Distribution

Analysis

Paid Social Advertising

The circle of content marketing

but it needs this bit

Why do we need to pay?

To Grow your audience – reach users who may not have come across your offering

To expand your reach for events and marketing promotions (old fashioned advertising)

To fight the social platform algorithms that throttle your organic efforts!

Why do we need to pay?

Social is a saturated channel today

It can be cheaper / more effective to pay toPromote content than constantly feed anaudience

http://contently.com/strategist/2015/05/07/why-paying-for-social-is-better-than-doing-social/

At current rates, a brand that has fewer than 1 million followers on Facebook or Twitter is better off paying to promote its best content via sponsored updates than it is paying someone to post social content all day long. 

What to pay for – the worthy stuff!

What’s going on here?

How to do this

Promote (boost) your posts – small budgets canhave a dramatic impact

Use Content Distribution networks – great forBrand awareness

Set up adverts to drive users back to your site

Measure the impact

Move beyond the number of people who take actionand sign up, download etc.

& set up a strategy to measure the impact of these users on your bottom line

Use Google Analytics to search out nuggets & trendsworth promoting

Measure the impact

Drill into Google Analytics and view the All Traffic Report by Source/medium

Then add a 2nd dimension – page

Use the filter to only include blog posts or excludethe home page if this is obscuring data

Finally, real time trends

If you want to respond quickly to good contentSet up a custom report by hour of day

Now, add up your traffic to get to 25% - the lower quartile in statistics which means that 25% of your progress has been made that day –In this case 9am

Take advantage of trending content

And work out how many visitors you get per day on average

414 is theAverageNumberOf visitorsPer day, so divideby 4 = 104

Take advantage of trending content

Set up an Alert - for more than say 150 visitors by 9am

Something is driving views – check what content is being read – Acquisition, all traffic, sources/Medium using the 2nd dimension of page

If appropriate start promoting!

Have fun!

Gail MullardDirector

Mash Marketing

Princes House,5 Shandwick Place,Edinburgh,EH2 4RG0131 208 4007