Paid Media Marketing Strategy for Think Somatics Presented by: Meredith Neuman Sheila Ojeda Casey Rossomondo Somerville Academy 2019
Introduction Meredith Meredith: RDN with a passion for helping like-minded organizations spread their messaging; also a holistic health enthusiast Sheila: Program Manager in tech working to Sheila up-level skill-set with Digital Marketing. A wellness and fitness enthusiast. Casey: Former Art Educator who decided to transition to the Tech world of Digital Casey Marketing. An aesthetics enthusiast.
Introduction Presentation Research and Data Analysis Presentation timeline Paid Media Strategy Timeline Tactics ROAS/ Reporting Summary
About: Think Somatics KRISTIN JACKSON Somatics Exercise Coach since 2014 ● Teaching with focus on functional and restorative ● exercise methods to give people the tools they need to fix themselves Passionate about educating based on her own ● positive experience recovering from injury by practicing clinical somatics REVENUE STREAMS 1. Group Classes - brick & mortar (limited) 2. One-on-one sessions - brick & mortar (limited) 3. Video Downloads 4. Online Classroom - optimize!
Measurement plan: Think Somatic User Awareness Engagement Consideration Conversion Journey Objective Increase Brand Awareness Increase Generate Converting Engagement prospective prospective through Ad Clicks customers customers to customers Goal Increase Ad Impressions on Increase Ad CTR Increase sign ups for Increase enrollment Google Search, Facebook , free class in online classroom Instagram, YouTube KPI Google Ads: Impressions/Clicks CTR Sign ups Online Course Sales click to free classes (Podia) FB: Reach YouTube Video (Podia/Google Views Analytics Event Google Analytics Tracking) (Event Tracking) Target 12,000 impressions 300 Clicks 2.5% CTR 27 enrollments/month Segments Source/Medium Source/Medium Source/Medium Source/Medium Geography Geography Geography Geography Age / Gender Age / Gender Age / Gender Age / Gender
User persona ...meet Allison Interests/Values ● Prefers holistic approaches towards healthcare; sees a Naturopath ● Prioritizes healthy eating, and cooking ● Enjoys reading non-fiction; attends monthly book club discussions ● Main form of exercise is Yoga ● Does not like crowded spaces; considers herself more of a homebody ● Internet savvy; has a FB account ● Values self-sufficiency; ‘DIY’ enthusiast ● Skeptical of trends; looks for evidence-based solutions ● Independent thinker Goals/Challenges ● Wants to stay in shape; age gracefully ● Suffers from persistent sciatica which has made it difficult to exercise & enjoy yoga ● Grinds her teeth at night
Research & Data Analysis
Research: Baseline Web Metrics October 1-November 1, 2019
Research: Baseline Web Metrics Jan 2018 - Dec 2019
Research: Baseline Web Metrics October, 2019 November, 2019
Basic Web Metrics (Continued)
Research Paid Media Think somatics has not / is not running any paid ad campaigns, at present ● Social Media Facebook: 560 followers ● YouTube: 2.3K subscribers; 54 videos posted. Most viewed video is “How to ● release your psoas without stretching” with 32K views. Email MailChimp: 1,205 contacts, of which 1,059 are subscribers ● 62 emails in total sent for 2019 ● 24.2% Open Rate and 2% Click Rate (Industry avg is 21.48% and 2.69%) ● Most opened email (32.6%) also had highest clicks (6.2%): “Breathing for ● Better Health Announcement”.
Paid Media Strategy
Think Somatics Fix Your Own Disfunction
Strategy overview: Allison doesn’t know you Awareness Use Google ads on the Google Display Network (GDN) to gain reach and awareness of Think Somatics to cold contacts. Allison Is aware Engagement She is curious about what you can bring to her life. She finds and views the YouTube videos and FB page, which warm her up to the Think Somatics brand. Allison checks out your site from ad site extensions. Consideration She signs up for the free class that was advertised to experience somatics for herself. Allison enrolls in the online classroom Conversion She wants to continue with Somatics practice. She enrolls in the online classroom through a retargeting email sent to her
Tactics
Tactics overview Paid Search Display Google Search Ads Google Display Network & YouTube Keyword theming: ● (pain management) Target interests / audience ● Neck & Shoulder Pain ○ Retarget website/ cart ● Sciatica ○ Back Pain ○ Paid Social Email Facebook and Instagram Email Marketing Target interests of specific audience Remarketing lists from class sign-ups ● ● (user persona)
Paid Search SEO No cost, but it takes time... SEM Immediate - results show up at top of the SERP Based on user search query terms (keyword planner) ● Keywords should be relevant & limited ● Ad contains the landing page (target URL) ● Ad Group Strategy Focus on pain-related symptoms - Back Pain * High Search Volume / Low Competition* - Sciatica - Neck and Shoulder Pain
Paid Search - Google Best Practices: Set-up Non-Branded Campaign ● and Ad Groups to build awareness Research keywords in Google Ads ● Keyword Planner Target specific keywords per ad ● group, with relevant text. Test. Analyze. Optimize. Repeat. ●
Sciatica Pain Google Ad Example with Extensions: Site Link Extensions Lead Form Extension Call Extension
Google Display Network Google displays ads across their ● network of sites ( i.e. YouTube, Search, Shopping, etc) Control over your branding when ● advertising on Google Ideal space to promote brand ● awareness Highly targeted through keywords ● and can create on-brand ads Retargeting = Display ads to ● anyone who has ever visited your website.
Facebook Objective: Ads will increase new & qualified users ● (target personas) to: Engage with web content ○ Sign up for / take FREE introductory course ○ Enroll in the online classroom ○ Targeting: Interest-based audiences ● (psychographics, demographics) Lookalike audiences (current website ● viewers, email subscribers, etc.)
Facebook Recommendations Install the Conversion Tracking Pixel ● Create Custom Audiences by ● re-targeting your landing page visitors Find new prospects with Lookalike ● Audiences Create a Custom Audience of past converters ○ Set up a Lookalike Audience based on the ○ Custom Audience you just created Use Dynamic Ads to bring back hesitant ● customers by showing highly tailored ads based upon their activity on your site.
Instagram Source: https://www.wordstream.com/blog/ws/2017/04/20/instagram-statistics Demographics Most users are 18-29 years old (55%) and 30-49 years old (28%) ● Six in ten online adults have Instagram accounts ● More women use Instagram compared to men (38% vs. 26%) ● Business Stats 50% of Instagram users follow at least one business ● 60% of users learned about a product/service on the platform ● Posts with at least one hashtag average 12.6% more engagement ● Advantages Uses FB’s demographic data to serve up ads ● Powerful visual ads ● Can be configured through FB Ad Manager ● Challenges Cost of ads based on a variety of factors ● Model is based on CPC (cost-per-click) and CPM (cost per impression) ● Cost can be higher than FB ads because so highly targeted ●
Email Recommendations Set up Google Analytics in conjunction ● with your MailChimp account for more insight into customer behavior. View the ‘Click Map’ tab to understand ● what percentage of your audience clicked on a particular link in a given email. Remarket to those subscribers who ● clicked but didn’t finish the purchase. Test content and links with A/B Testing ● Campaigns. Trend: if users are going to open an email, they do so early in the process.
Email How to improve open rates A low open rate generally indicates one of these things: Your subject line is not relevant or interesting enough. ● Your audience is composed of a wide variety of subscribers. ● You may be sending too many or too few campaigns. ● How to improve click rates Your click rate is a barometer of your campaign content’s usefulness. To improve it: Create content that is useful to more subscribers. ● Target specific content to a smaller, segmented audience. ● Try changing your link text and testing content blocks in your campaigns ● (known as A/B Testing).
Reporting and ROAS
Google Ads by the Numbers Keywords: Sciatica Sciatica Nerve Pain $5/ Day Neck and Shoulder Pain Lower back pain Lower back pain relief Google Math Projected ROAS: Ad Spend: Clicks: $405.00 CPC: $1.00 150/ month Budget: $150 Impressions: Expected CTR: 2.5% (industry standard) CPC: Conversion Rate (Expected # of Conversions) ROAS
Ad Campaign Group Projections $16.60/per day $500 dollar total budget Examples: Neck and Shoulder Pain Back Pain Sciatica
Facebook by the Numbers Audience USA Women 30-65+ $5/ day Holistic Health Self Care Yoga Projected Daily Reach: Daily Budget: ROAS: 358-1000/ day $5 $405.00 Est. Monthly Leads: Monthly: $150 8-27/ day
More recommend
