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Facebook Ads: Your Inbound Marketing Program's Secret Weapon

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Who ever thought ads could be part of inbound marketing? Learn how to use social advertising like Facebook ads to help and engage users at every stage of the buyer's journey.

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Facebook Ads: Your Inbound Marketing Program's Secret Weapon

  1. 1. Welcome to
  2. 2. Welcome to
  3. 3. First time at HUG? We’re so glad you’re here! We meet once a month to share inbound marketing best practices and get to know other marketers in Austin.
  4. 4. 11:30-11:50am- sign in/network/fill out lunch order card 11:50am- Announcements 12:00pm-12:45 pm- Parker Short, “Facebook ads: your inbound program’s secret weapon” 12:45pm- Wrap up Agenda:
  5. 5. Upcoming HUG Events: May 18: “How to recruit, hire, and develop top inbound talent” with Brad Voeller of Digital Creative Institute June 22: Building your email list with Jenna Fortunato of JustUno
  6. 6. Amazon Dot contest We’re giving away an Amazon Dot for some of our most regular attendees! You’ll be entered once for every meeting you attend between the April, May, and June HUG meetings. We’ll draw a name after the June meeting.
  7. 7. Austin HUG Slack channel If you attended the March meeting, you should have been emailed an invitation to join the HUG Slack channel. We’ll send out invitations again to anyone here today who missed last meeting. On May 11, we’ll have a chat to follow up from today’s presentation. On May 25, Justin Champion from HubSpot Academy will join us again to answer any questions about creating pillar content (if you missed his event last week, you’ll want to participate in this!)
  8. 8. We’ll be sending out a survey after the meeting to get your feedback. Please let us know if you have any questions or suggestions. We want to hear from you!
  9. 9. Inbound Facebook Ads (yes, that’s a real thing)
  10. 10. Overview • Why inbound ads? • Use Facebook ads to: • attract • convert • close • delight
  11. 11. How can ads be inbound? There’s a difference between interruptive ads and helpful ads. Look at the format that ads take. Are they integrated with the platform, or are they pop-ups?
  12. 12. Inbound Ads If you’re on Facebook, you’re going to see ads. Facebook works hard to make sure their ads are good. They fit into the platform, they’re non-interruptive, and they’re very effective.
  13. 13. What this presentation is and isn’t There are hundreds of ways to use Facebook ads. I’m going to highlight some common use cases for supporting an inbound program. This is just a starting point. We’ll have a follow-up session on Slack where we’ll go deeper.
  14. 14. Where do Facebook ads fit in the Inbound methodology?
  15. 15. …this general vicinity
  16. 16. ATTRACT
  17. 17. Attract What are you typically doing to attract new visitors to your website? • SEO • Social promotion • Guest posting
  18. 18. Attract With Facebook ads, you can: • use your existing persona research to build out your exact target audience • target an audience based on demographics, location, interests, and much more • test out different audiences to see who’s most receptive to your ads
  19. 19. Attract 1. Build out your audience 2. Put together ad units 3. Test out multiple variations- you can run several ads concurrently to see which ones are most effective 4. See what converts
  20. 20. CONVERT
  21. 21. Convert How are you currently converting people? • content offers • email subscriptions • webinars
  22. 22. Convert How can you use Facebook in this phase? • Send people straight to a landing page • Use a lead-gen ad unit (see next slide)
  23. 23. Facebook lead-gen ad
  24. 24. But what about people who don’t convert?
  25. 25. Facebook pixel The Facebook pixel is a lot like the HS tracking code. It tracks conversions and audiences of people who visit your site. You can build out custom audiences to target people who visit specific pages.
  26. 26. …so what? That means you can target people who visit landing pages but don’t convert You don’t have to have any information on them to target them like this- Facebook knows who they are. You can use this to build out very specific and small audiences (as small as 20 people)
  27. 27. Facebook pixel This can help you fix a leaky funnel. If your conversion rates aren’t what they should be, you can retarget them with a different offer
  28. 28. CLOSE
  29. 29. Close Once you generate a lead, usually you’ll email them. But what about people who aren’t responsive?
  30. 30. You can build out an audience of people who have converted on an awareness-level offer only OR upload a list of email addresses and let Facebook attempt to match them
  31. 31. Close This can be supplemental with any email campaigns (send emails and target on Facebook) Facebook can also use this information to build out lookalike audiences
  32. 32. DELIGHT
  33. 33. Delight We talk about this a lot, but don’t really focus on it much. You can promote your best-performing content out to lookalike audiences, or promote your content to friends of friends (shows social proof, likely prospects)
  34. 34. HubSpot’s Ad Integration • Pulls your Facebook campaign information into HubSpot • Buckets traffic and leads into the paid social category • Automatically tracks leads you’ve generated and whether they close into customers • If you’re using the CRM, it can calculate the ROI of your ad spending

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