Lynda, LinkedIn, And Our Success With Facebook

#SocialPro #XXa @bradbatesole

Brad Batesole – Staff Author, LinkedIn

LYNDA, LINKEDIN, AND OUR SUCCESS WITH FACEBOOK


CONSIDER THE AUDIENCE

§ Subscription based software.

§ Wide target market. § Lots of content.


Which means we’ve tried a lot of things.

WE BUY A LOT OF ADS


§  If it’s new, we tested. § New formats had less

competition.

WE BUY A LOT OF ADS


We hyper-focused on every ad driving a conversion at a CPA lower than our LTV.

SUCCESS ISN’T ALL ABOUT CPA


From 0 to 1,000,000 fans in 1 year. Courtesy of free content.

CONTENT WAS KEY


NURTURING WAS PARAMOUNT

Educate

Reinforce

Reintroduce

What the brand is. Why you want this brand. Don’t forget the brand.


NURTURING WAS PARAMOUNT

Compel

Retain

Advocate

Here’s a good call to action. Here’s everything you can do. Now tell your friends.


Turn every paid experience into a viral one to drive down costs.

CONSIDER THE FULL STRATEGY


Personalization is a necessity moving into 2016.

PERSONALIZED & CREATIVE ADS WIN


Own what you do well. Bring the customer to your turf…for us, it was desktop.

WE DITCHED MOBILE (gasp)


Be compelling in your message. Leverage what you have, on your turf. Use custom audiences and remarketing.

WHAT DID WE LEARN?


Build a nurture stream. Personalize your content. Crack the viral nut. Refresh.

WHAT DID WE LEARN?


THANK YOU!

JOIN US @SMX WEST SAN JOSE, CA

MARCH 1-3, 2016

Marketing