FINAL ASSIGNMENT PAID SOCIAL MEDIA ADVERTISING IN MODERN BUSINESS

Size: px

Start display at page:

Download "FINAL ASSIGNMENT PAID SOCIAL MEDIA ADVERTISING IN MODERN BUSINESS"

Vivien Thornton
7 years ago
Views:

1 Paid Social Media Advertising in Modern Business FINAL ASSIGNMENT 1 (7) FINAL ASSIGNMENT PAID SOCIAL MEDIA ADVERTISING IN MODERN BUSINESS YOUR DETAILS Your name: Sari Kilpiäinen Your student number: a COMPANY INFORMATION: Name: Mindstone Oy ( ) Industry: Wellness and health Products & Services: Mindfulness coaching (individual, groups), lectures and events. 1. INTRODUCTION Mindstone has written an ebook which will be used as a content to promote. Budget isn t big, max. 100, and 10 20% will be used testing campaign. Mindstone is already in Facebook and Instagram so it s is natural to start with Facebook. Later on this plan I ll generate some ideas what kind of campaigns could be used different channels. What we want to achieve is more awareness of Mindstone and it s services and get more people interested about mindfulness to visit the website. Also one goal is to get more subscribers to Mindstone s list and when having +100 people on the list, then use re marketing. Mindstone is located in Helsinki so PPC gives a great opportunity to geo target the ads. Mindstone has some valuable content in their site (audio relaxation and some worksheets) so would be interesting to see how promoting those converts sales. Also Mindstone arranges events so promoting those could be one option.

INTRODUCTION Mindstone has written an ebook which will be used as a content to promote. Budget isn t big, max. 100, and 10 20% will be used testing campaign.

2 Paid Social Media Advertising in Modern Business FINAL ASSIGNMENT 2 (7) 2. GOOGLE ADWORDS How we would start: Service is a mindfulness coaching for individuals who want to learn more about mind wellness. Also companies can order coaching. Ideal client is a female +40 yrs old from Helsinki area or a local company with 3 7 employees. Lead magnet a small ebook about how mindfulness increases the well being. Competition on keywords: mindfulness Helsinki, no competitors, only online courses. First ad not clear if it s Finnish company or not. mindfulness yrityksille, same companies than above comes with those keywords. Quite interesting. mindfulness työhyvinvointi, now at least one tempting ad where there s a phone number, still no actual offer Writing an ad for keywords mindfulness yritys työhyvinvointi Headline: Mindfulness nostamaan yrityksesi työtehoa? Website : tyotehoa ekirja (doesn t exist yet) Description lines: Lue ekirjasta miten mindfulness luo työhyvinvointia. Haluatko panostaa henkilökuntaasi? Varaa konsultaatio

Ideal client is a female +40 yrs old from Helsinki area or a local company with 3 7 employees. Lead magnet a small ebook about how mindfulness increases the well being.

3 Paid Social Media Advertising in Modern Business FINAL ASSIGNMENT 3 (7) Google Keyword Planner I d use more and more keywords tietoinen läsnäolo in the content. It seems to have medium competition but quite a lot searches. It seems that there are ads using that keyword combo but maybe with valuable content the organic search results could be better. Monthly searches are surprisingly high but seems that the bid is quite low comparing what we saw on the video. Also when using keywords mindfulness työhyvinvointi, I noticed that there s a peak of search on January. People might have difficulties to orient to work after christmas holiday. I d maybe place an ad campaign there with a lead magnet of audio tape for work motivation. Doing the campaign targeting people in Helsinki and people who wanna learn more about mindfulness: Helsinki, Finnish, Bid, 1,3, Budget 10 /day Keywords: [tietoinen läsnäolo], [mindfulness helsinki]. Or maybe the first description line could be Opi helpot mindfulness harjoitukset, people used to search quite a lot the combo mindfulness harjoitus.

Monthly searches are surprisingly high but seems that the bid is quite low comparing what we saw on the video.

4 Paid Social Media Advertising in Modern Business FINAL ASSIGNMENT 4 (7) 3. FACEBOOK ADVERTISING This FB ad campaign is a promotion for the same ebook as in Google Ads above. Now the objective is to get more people sign on the list. Audience definition I would probably divide this audience to two ad sets: 1. Interests Yoga, Health&Wellness 2. Interests Mindfulness, Meditation Reason is that mindfulness and meditation might be too spiritual to someone. But still many people who do yoga also do mindfulness. Both ad sets would be Helsinki +50mi and Finnish language, because ebook is written in Finnish. Ads could be divided in three groups: 1. All between Women Women Reason is that most of the Mindstone clients are women but still also men who are interested about those things mentioned above, could be really potential clients. One final ad I d budget 5 10 first to test how the adset works. You can easily tell if the content is relevant for the audience. Also I d do few more ads as told above.

Interests Mindfulness, Meditation Reason is that mindfulness and meditation might be too spiritual to someone. But still many people who do yoga also do mindfulness.

5 Paid Social Media Advertising in Modern Business FINAL ASSIGNMENT 5 (7) I think when writing the description text it is important to get audience identify with the writer. And actually I d really write it Haluan jakaa, so no conditional. The landing page would have opt in and the ebook download link would arrive to by using MailChimp. 4. TWITTER AND YOUTUBE ADVERTISING Mindstone is found on Twitter (@JonnaHuomo) but not really active there. What I d suggest before starting paid Tweets is to be active in Twitter and get couple hundred followers. It gives much more expertized image of the brand. Also I d change the handle if willing to create a brand account. Mindstone has no Youtube account, but Jonna have made a online course which could be marketed with free Youtube video 5 keinoa mielenrauhaan. On the video would be a link to a landing page, where one can leave their e mail and gets a 2 days free access to the course. I d start a video with a customer testimonial (10sec) about how the course changed her life. I d use a woman customer because we want to target women. After testimonial Mindstone s Jonna would tell these 5 tips. Youtube: Estimated budget 100 ; budget per day 5 Compelling offer; Two days demo period on the mindfulness course. Target audience; Finland + intrested in Health and Wellness on Youtube Finland + Finnish + Female & unknown, Health & Fitness Buffs

TWITTER AND YOUTUBE ADVERTISING Mindstone is found on Twitter (@JonnaHuomo) but not really active there.

6 Paid Social Media Advertising in Modern Business FINAL ASSIGNMENT 6 (7) Twitter: Total budget 100 I m not sure if Twitter is the best option for mindfulness stuff. But it is growing way of wellbeing at work so wouldn t hurt to try with a little campaign. Objective is to raise an awareness of Mindstone and also get more people to give in exchange of a free e book. Targeting: Website clicks or conversions (could also use the lead option) Landing page where one can sign up and gets a free e book. Finland (for some reason, Helsinki isn Both are mindfulness coaches in Helsinki. Aleksi Litovaara maybe the best know coach and biggest competitor to Mindstone. Mari Rasimus started to do mindfulness events for Digitalist Network, which is a big community for digital minded people. I d try 3 5 different twitter cards and split 30 between those, maybe 2 /day and check which is the most successful and use the rest on top 2 cards.

Objective is to raise an awareness of Mindstone and also get more people to give email in exchange of a free e book.

7 Paid Social Media Advertising in Modern Business FINAL ASSIGNMENT 7 (7) One example of the ad below. Actually I would change the title under my name (or then Jonna s name) to Stressaako? And put the description text under the picture. 5. REMARKETING WITH GOOGLE AND FACEBOOK After having campaigns mentioned earlier, we hopefully have extended the list a lot. I d use remarketing to show ads on the list but also people who visit mindstone.fi. I built quite many opt ins to the website so hopefully many of website visitors have already signed in to list. Let s say Mindstone is having a weekend long mindfulness course and an objective for remarketing would be to get more people to attend that course. Two campaigns; 1. list from MailChimp, who opened the sign in link to course on earlier newsletter, 2. people who visited mindstone.fi/weekendcourse page Reason why I d choose those is that they already gave a sign of interest towards the course by opening the link and/or visiting the website s course page. I d offer either a small discount ( 10%) or some extra content (audiotape or worksheet) if sign up to the weekend course through those remarketing ads.

I d use remarketing to show ads on the list but also people who visit mindstone.fi.

Planning a Successful Facebook Fan Promotion

Planning a Successful Facebook Fan Promotion 10 things you need to do to make your campaign a success 2014 Copyright Constant Contact, Inc. 14-3931 v1.0 Helping Small Business Do More Business What is