It’s that time of the year. Recaps on recaps about things that happened in 2017 and ideas that will absolutely happen in 2018. So guess what we’re going to write about? Well, not quite that, but a twist on it.
We recently watched one of Hubspot Academy’s live webinars, and it was too good not to share. The topic was “Supporting Your Funnel with Paid Advertising,” and while it was full of information about your funnel, it really turned into, “What Does Hubspot Do to Market Themselves that You Should be Doing.” Yes, Hubspot’s business model is a bit different from that of our typical client, but there were many nuggets of information that can be used in any business, whether they are a large B2B corporation or a local yoga studio.
Here are some highlights of Hubspot’s Marketing Strategy for 2018.
Paid Channels (AdWords, Facebook Advertising, and More!)
All members of the panel concluded that being on both Google and Facebook are a no-brainer. In fact, it’s a requirement. Hubspot funnels about 80-90 percent of their marketing budget to these two platforms alone. Why are these channels so critical? They help you get users in all parts of your funnel, whether they have no idea who you are or if they are avid users of your products and services.
Facebook and other social media outlets typically function as more exploratory channels for brands. Customers are not sure of who you are, what you do, or if they even need you. Running advertising campaigns on Facebook, Twitter, or Instagram should have the purpose of getting users interested enough in your product to learn more. Intended results for a campaign of this nature are typically to get your brand on the customer’s mind, not to produce a purchase necessarily. Important statistics when running these campaigns are traffic, soft conversions (like an email newsletter signup), or social proof like comments, shares, and post likes.
Google’s search ads are essential for capturing potential clients that know what they want. Search queries on Google tend to be from people looking for the answer (solution) to a specific question (problem). If your product can fix that problem, you need to be showing up in their searches. One excellent way to ensure this is to write some blog content, but that’s another topic.
The most exciting thing that was mentioned in this webinar was how both of these channels can intersect. If your potential customer sees your Facebook ad often enough, they tend to search for your business or something about it on Google. In a roundabout way, you are creating search volume for your own brand. And if you don’t have ads on Google, you could lose that generated search volume to a competitor, which means you just lost that customer. This is the kind of stuff we always preach to our clients, and hearing it from someone else made our little marketing hearts so happy.
Segmented Remarketing Ads
This one seems like a no-brainer, right? A potential customer has checked out your site but hasn’t converted yet. The obvious marketing tactic is to add them to your remarketing list and “follow them around” with ads, hoping that they will come back and eventually buy something from you. Remarketing has been a big deal for years and has essentially become the subject matter of Digital Marketing 101.
But here is something you probably didn’t think of yet: How targeted are your remarketing efforts? Did you know that you can (and should) be reaching different visitors with different remarketing ads depending on what they did on your site? It’s possible to segment targeting to a very granular level. Someone who watched a specific video gets a different ad than someone who liked a post on social media, and giving them ads specific to the content they interacted with increases the likelihood of conversion. Sounds tedious, right? Yeah, us JEMSUvians live for this kind of stuff.
The future of marketing has arrived, and it’s come in the form of messenger bots. Hubspot has been experimenting with having potential customers talk to messaging bots on channels like Facebook instead of sending them to a landing page. This method feels more personal and shortens the path to conversion. Customers can engage with the bot to ask questions, register for webinars, schedule appointment, gather contact information, and more, all without leaving the platform they are currently in. Not all messenger bots come with the capability to start, so building one specific to your brand is a must. However, the investment is well worth it, and there are plenty of tools available to customize a bot to your needs.
Organic Social Media – Does it even exist anymore?
At this stage in the game, organic social media alone is no longer an option. Simply posting interesting content is not enough. Every major platform has offered a way to boost your performance through advertising in some way. Because of that, many channels are a pay-to-play platform. That being said, there’s always an opportunity to go viral and gain a lot of organic impressions and followers, but those opportunities are few and far between. Even pages with millions of followers have a hard time reaching their audience organically.
Paid social media is essential to increasing your reach and engagement. Facebook offers multiple ways to do this, whether it’s through boosting posts to certain audiences, running awareness campaigns to grow your following, or running a traffic/conversion-based campaign. Instagram, Twitter, LinkedIn, and Pinterest all have similar offerings to boost your performance on the sites. In a landscape where all of your competitors are doing this, it’s a requirement that you do it for your own business to be on the same playing field.
Your 2018 Marketing Strategy – So now what?
With all of these shiny new strategies to choose from, where you do start? It’s easy to get caught up in the excitement of it all and spread yourself too thin. The best way to start implementing some of these ideas into your own marketing strategy is to decide what your key performance indicators are and move from there. Looking to increase brand exposure? Social ads are a great place to start. Need to re-engage prospects that you’ve lost touch with? Remarketing is where it’s at. Pick one or two channels that can help with your goals, and focus on those to start.
Is your head spinning after reading all of this? Check out this page, we can help 😉