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我收到越来越多的问题来自客户端的关于如何最好地利用付费内容分发和支付的社交平台(这里统称为“有偿促销活动”)。有很多原因的兴趣不断增加,为内容制作已经憋足了数字营销,这已经成为越来越难以在人群中脱颖而出,并达到你想要的观众。 Facebook的关停企业“免费的午餐社会分配只是进一步追问的问题,有时你只需刷爆了其他付费频道!

但更重要的仅仅是一个额外的“付费玩”选项,付费推广是任何整体数字营销战略的一个重要组成部分。通过使用网上支付的推广和广告工具可用的范围,我们可以采取更全面的控制整个呈现最佳的用户体验漏斗提供合适的内容,在正确的时间,以合适的人。有有偿促销活动三个主要功能:

提高内容分发的广度和深度
使用强大的目标,带动更多合格的交通
捕获,保留和牧养合格的用户最终产生的转换
如何以及为什么你可以使用有偿促销活动当然会有些变化,但不管你的最终目标,有任何人试图这样做成功aretwo关键任务。做这两件事情吧,你会打下为实现自己的目标奠定坚实基础。

首先…

1.定义和目标特定的受众
在数字广告或付费促销活动定义的目标受众是更严格的锻炼比平常的,因为我们实际上投入运行,可以通过在PPC一样的界面设置控制精确进行了定义。你可以把它像编程计算机,你需要在极其具体,专属名词是由可解释您正在使用的工具,打破你的定义。不要绝望,虽然,这并不难做到,如果你是一个很好的营销和开发了一些正确的用户角色,你会在比赛之前!

回答这些问题来设置应与给定的活动或内容发布有针对性的人的具体定义。这些通常会是你真正开始喜欢上Facebook或StumbleUpon公司的工具一个促销活动,当进入一个接口的标准。

人口统计信息 – 我们对这些内容的理想目标,是…

年龄 – 许多平台将提供简单的基于年龄的目标,通常在您典型的“18-24岁,25 – 36”的形式式支架。

性别 – 再次,这是一个简单的人口统计设定,并且常常提供。想想设立单独的“A / B’版本有关,当单独解决男女!

教育程度/状态 – 是你的观众在学校?他们已经完成了学位? Facebook和LinkedIn将让你钻这些参数。

地理 – 争取尽可能具体。一般情况下,作为地理定位的选择去一个州/省和城域网层面的结合是颗粒状。

也有一些更多的选择,你可以找到像Facebook-income水平,婚姻状况,就业状况的地方,而更多的可能是在B2C环境中尤其有用。

很多平台也将让你有机会来定义你的目标受众在利益的,所以想想相关的主题或主题目标用户可能特别感兴趣,或寻找,同时在线!例如,喜欢旅行的博客,语言学习网站,著名的旅行作家,特定国家的菜肴,等等都可以用来汇聚的人一个非常具体的类型。

2.选择推广渠道
一旦你的目标受众已被定义和上面的问题的解答与最佳的数据可用,你必须考虑的渠道或平台,将最好的利用它。有三个主要因素:

哪个平台具有定位功能,并且可以使用他们的目标最好复制用户配置文件的观众?
请记住,在选择平台的大量加权用户的预期上网行为 – 而一个可能提供目标相匹配的最瞄准的特点,如果你的听众不积极使用该平台的核心服务是没有什么价值的推广渠道。
哪个平台最能呈现媒体被提拔?
它不从内容的用户的体验减损,或将其放置在不适合它的形式的信道是重要的。长格式的视频,例如,通常不会票价以及在跳过预卷点或现场侧翻的展示位置。
还记得使用不同的平台可以依靠设备 – 所以可能你的内容的可用性!
什么行为环境是最好实现你的目标,这一块?
我强烈建议采取了几分钟的时候做这些决定,以想象的那么抽象你的目标是创造经验浏览各地的用户。选择的渠道往往是逐案处理,但共同的目标有一些简单的,直观的指引,要牢记:

如果你想让你的内容的共享,促进它已经内置共享功能通道(社会化媒体,StumbleUpon公司)。
如果你希望用户感觉他们已经“发现”了一块,专注于内容的插件(Outbrain,Zemanta的,等等),发现工具(StumbleUpon公司),以及更多的利基配售(subreddits,主题博客) – 根据无障碍/简单。
如果你的目标是在较低的价格直接暴露内容的高层次,内容发现插件和显示广告网络可以提供。成本相对较低和库存较高,所以很容易让眼球在你的工作。
如果输送的权威是很重要的,正式赞助或公开披露的尊重媒体平台,或与值得信赖的个人出版商促销活动可以是一个很好的工具,但往往更加昂贵。
它可以结合这些准则,以规划为更复杂的目标非常有用。例如,如果你想传达的“发现”的感觉,但也鼓励共享,StumbleUpon公司有偿发现可以同时满足这些需求,赞助是潜移默化的,用户在“发现模式”,以及SU具有社会共享框架权在页面的顶部。如果观众不从事不够,则可能带来的流量通过书签交易了一块,并重新定位为在Twitter上共享。

规划推广不应该是一个专门张贴自己应充分考虑预期的位置和实用程序创建临时活动为内容。参与这一进程早于内容的目标是第一套,这样创造性的发展和目标不最终与促销活动的可行性冲突。仅仅是参与对话,以标志潜在的问题往往是不够的!

自己之外认为…
其中该框架的最关键的部分是练级,你想达到什么用户接受和价值在一个给定的媒介是什么,所以我想花一点时间来强化这一点的重要性。

在回答定位和布局问题在性能驱动的世界,也可以是危险的容易egocentrically认为,只有在你想要你的客户做一个给定的情况下,以上的阴险来说,你希望他们想要什么这样做。请记住,作为一个营销或广告商,你必然是背着巨大的包袱,无论是在产品知识和期望。这是极其重要的,从你自己(或你的公司)的角度退一步想,作为一个用户。

你最终需要达到你的目标不一定是使用这些渠道之一想这样做的时候,还是准备做个人。花时间去了解你的听众,并接触到他们的方式将他们的征程上产生共鸣的时候。

你要特别注意促进内容时什么考虑?是否有本学科的领域,你很想更多地了解?打我回到了评论!

关于anthonycoraggio – 安东尼是一个顾问SPE

 

I’m receiving more and more questions from clients about how best to leverage paid content distribution and paid social platforms (here referred to together as ‘paid promotions’). There’s a lot of reason for increased interest—as content production has ramped up in digital marketing, it has become harder and harder to stand out from the crowd and reach the audience you want. Facebook shutting down companies’ free lunch social distribution has only further pressed the issue—and sometimes you’ve simply maxed out on other paid channels!

But more than simply being an extra ‘pay to play’ option, paid promotion is a crucial part of any holistic digital marketing strategy. By using the range of paid online promotion and advertising tools available, we can take more comprehensive control in presenting the best user experience throughout the funnel—delivering the right content, at the right time, to the right person. There are three primary functions of paid promotions:

  • Improve the breadth and depth of content distribution
  • Use powerful targeting to drive more qualified traffic
  • Capture, retain, and shepherd qualified users to ultimately produce conversions

How and why you might use paid promotions will of course vary quite a bit, but regardless of your end goal, there aretwo key tasks for anyone seeking to succeed in doing so. Do these two things right, and you will have laid a solid foundation for achieving your goals.

First…

1. Define and target a specific audience

Defining a target audience in digital advertising or paid promotions is a more exacting exercise than usual, because we’re actually operationalizing a definition that can be precisely carried out by setting controls in a PPC-like interface. Think of it like programming a computer—you need to break down your definition in extremely concrete, exclusive terms that are interpretable by the tool you’re using. Don’t despair though—it’s not hard to do, and if you’ve been a good marketer and developed some proper user personas you’ll be ahead of the game!

Answer these questions to set a concrete definition of the people that should be targeted with a given campaign or content release. These are typically going to be the criteria you actually enter into an interface when starting a promotions campaign on a tool like Facebook or StumbleUpon.

Demographic Information – Our ideal target for this content is…

Age  Many platforms will offer simple age based targeting, usually in the form of your typical “18-24, 25 – 36” type brackets.

Gender – Again, this is a simple demographic setting and is often available. Think about setting up separate ‘A/B’ versions to separately address men and women when relevant!

Education Level/Status – Is your audience in school? Have they completed a degree? Facebook and LinkedIn will let you drill in on these parameters.

Geography – Be as specific as possible. Generally, the combination of a state/province and a metro area level is as granular as geotargeting options go.

There are a few more options you can find on places like Facebook -income level, marital status, employment status, and more can be particularly useful in B2C contexts.

Many platforms will also give you an opportunity to define your target audience by interests, so think about what relevant topics or subjects the target user might be particularly interested in or looking for while online! For example,likes for travel blogs, language learning sites, famous travel writers, country specific cuisine, etc all can be used to converge on a very specific type of person.

2. Choose promotion channels

Once your target audience has been defined and the above questions answered with the best data available, you must consider the channels or platforms that will best make use of it. There are three major factors:

  1. Which platforms have targeting capabilities and an audience that can best replicate the user profile using their targeting?
    • Remember to weight the user’s expected online behavior heavily in selecting platforms – while one might offer targeting to match the most targeting characteristics, if your audience does not actively use the platform’s core service it is of little value as a promotional channel.
  2. Which platforms can best present the media to be promoted?
    • It is important not to detract from the user’s experience of the content, or place it in a channel that does not fit it’s form. A long form video, for example, will not usually fare well in skippable preroll spots or on-site rollover placements.
    • Remember also that use of different platforms can depend on device – and so might the usability of your content!
    • What behavioral context is preferable to achieve your objectives for this piece?

I strongly recommend taking a few minutes to browse around as a user when making these decisions, in order to think less abstractly about the experience you aim to create. Choosing channels is often a case-by-case process, but for common objectives there are some simple, intuitive guidelines to keep in mind:

  • If you want your content shared, promote it on channels that have built-in sharing capabilities (social media, StumbleUpon).
  • If you want users to feel they’ve ‘discovered’ a piece, focus on content plug-ins (Outbrain, Zemanta, etc), discovery tools (StumbleUpon), and more niche placements (subreddits, subject blogs)—depending on the accessibility/simplicity.
  • If your goal is a high level of direct exposure for content at a low price, content discovery plugins and display ad networks can deliver. Cost is relatively low and inventory is high, so it’s easy to get eyeballs on your work.
  • If conveying authority is important, officially sponsored or openly disclosed promotions on respected media platforms or with trusted individual publishers can be a good tool—though often more expensive.

It can be useful to combine these guidelines to plan for more complex goals. For example, if you want to convey a sense of ‘discovery’ but also encourage sharing, StumbleUpon Paid Discovery could fulfill both these needs—the sponsorship is subtle, the user is in ‘discovery mode’, and SU has a social sharing frame right on top of the page. If that audience isn’t engaged enough, you might bring traffic to a piece via Reddit and retarget for sharing on Twitter.

Planning for promotion should not be an exclusively post hoc activity—the content itself should be created with intended placement and utility in mind. Engage early in the process as goals for the content are first set, so that creative development and objectives do not ultimately conflict with the feasibility of promotions. Simply being involved in the conversation to flag potential problems is often enough!

Think outside of yourself…

One of the most critical parts of this framework is leveling what you want to achieve with what users will accept and value in a given medium, so I want to take a moment to reinforce the importance of this.

In answering questions of targeting and placement in a performance-driven world, it can be dangerously easy to think egocentrically, only in terms of what YOU want your customer to do in a given context—or more insidiously, what you want them to want to do. Remember that as a marketer or advertiser you are necessarily carrying tremendous baggage, both in terms of product knowledge and expectations. It’s tremendously important to step back from your own (or your company’s) perspective and think as a user.

What you ultimately need to reach your goals isn’t necessarily what individuals using one of these channels wants when doing so, or are ready to do. Take the time to understand your audience and reach out to them in a way will resonate with the journey they are on.

What considerations do you pay special attention to when promoting content? Are there areas of the discipline you’d love to learn more about? Hit me back in the comments!

About anthonycoraggio — Anthony is a consultant spe