Think Somatics Presented by: Meredith Neuman Sheila Ojeda Casey - - PowerPoint PPT Presentation

Paid Media Marketing Strategy for

Think Somatics

Presented by:

Meredith Neuman Sheila Ojeda Casey Rossomondo Somerville Academy 2019

Introduction

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 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

• Marketing. An aesthetics enthusiast.

Meredith Sheila Casey

Presentation timeline

Introduction Research and Data Analysis Paid Media Strategy Tactics ROAS/ Reporting Summary

Presentation Timeline

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!

User Journey Awareness Engagement Consideration Conversion Objective Increase Brand Awareness Increase Engagement through Ad Clicks Generate prospective customers Converting prospective customers to customers Goal Increase Ad Impressions on Google Search, Facebook , Instagram, YouTube Increase Ad CTR Increase sign ups for free class Increase enrollment in online classroom KPI Google Ads: Impressions/Clicks FB: Reach CTR YouTube Video Views Sign ups click to free classes (Podia/Google Analytics Event Tracking) Online Course Sales (Podia) Google Analytics (Event Tracking) Target 12,000 impressions 300 Clicks 2.5% CTR 27 enrollments/month Segments Source/Medium Geography Age / Gender Source/Medium Geography Age / Gender Source/Medium Geography Age / Gender Source/Medium Geography Age / Gender

Measurement plan: Think Somatic

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:

Awareness

Allison doesn’t know you Use Google ads on the Google Display Network (GDN) to gain reach and awareness of Think Somatics to cold contacts.

Engagement

Allison Is aware 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.

Consideration

Allison checks out your site from ad site extensions. She signs up for the free class that was advertised to experience somatics for herself.

Conversion

Allison enrolls in the online classroom She wants to continue with Somatics practice. She enrolls in the online classroom through a retargeting email sent to her

Tactics

Tactics overview

Google Search Ads

• Keyword theming:

(pain management) ○ Neck & Shoulder Pain ○ Sciatica ○ Back Pain

Google Display Network & YouTube

• Target interests / audience
• Retarget website/ cart

Facebook and Instagram

• Target interests of specific audience

(user persona)

Email Marketing

• Remarketing lists from class sign-ups

Paid Search Paid Social Email Display

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 Call Extension Lead Form 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

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

Source: https://www.wordstream.com/blog/ws/2017/04/20/instagram-statistics

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

• n 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

Budget: $150 Impressions: Expected CTR: 2.5% (industry standard) CPC: Conversion Rate (Expected # of Conversions) ROAS Keywords:

Sciatica Sciatica Nerve Pain Neck and Shoulder Pain Lower back pain Lower back pain relief

$5/ Day

Google Math Clicks: 150/ month Ad Spend: CPC: $1.00 Projected ROAS: $405.00

Ad Campaign Group Projections Examples:

Neck and Shoulder Pain Back Pain Sciatica $16.60/per day $500 dollar total budget

Facebook by the Numbers

Daily Reach: 358-1000/ day

• Est. Monthly Leads:

8-27/ day Daily Budget: $5 Monthly: $150 Projected ROAS: $405.00

Audience

USA Women 30-65+ Holistic Health Self Care Yoga

$5/ day

Summary

• Create Brand Awareness through Theme Based Paid Ads on Google and

Facebook Networks

○ Keep ads concise and relevant ○ Have clear point of action

• Speak to Audiences and persona

○ Test visuals across ad groups and audencies ○ Include interests and lookalikes

• Remarket

○ Set up ads to show to people who have already visited your site ○ Send out remarketing emails to all class sign ups

• Analyze data in Google Ads/ Analytics, Facebook, YouTube

○ Create events through google tag manager to track sign ups and views on class page ○ Install facebook pixel to see ad data

Thank you