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Facebook presentation HUG

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Learn how to use Facebook ads to integrate with your HubSpot inbound marketing

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Facebook presentation HUG

  1. 1. 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. Lunch is on HubSpot!
  2. 2. We’re Launching a Facebook Group! Invites coming soon We’ll be sharing tips and advice more regularly Posting job openings Having fun https://www.facebook.com/groups/atxhug/
  3. 3. How to use Facebook to Power your Inbound Marketing in 2018
  4. 4. Overview ● Facebook in 2018 ● How to get started with Facebook ads in HubSpot ● How to be super advanced with Facebook ads in HubSpot ● New Facebook Marketing Ideas to Explore
  5. 5. Question time!
  6. 6. Facebook in 2018 ● 2 Billions Monthly Active Users ● 1.2 Billion on Messenger ● 800 Million on Instagram
  7. 7. ● People spend an average of 50 minutes on Facebook a day in the US (Source: New York Times)
  8. 8. How to get started with Facebook Ads and HubSpot
  9. 9. Lead Ads Available in all levels of HubSpot (Free and up)
  10. 10. Here’s what you’ll need ● A content offer (ideally) ● An image (1200 x 628) ● A privacy policy (Check out www.iubenda.com to generate one) ● A redirect link (Thank You Page or direct link to the offer) ● Follow-up email ● A Facebook Audience
  11. 11. Facebook Audience ● If you have the facebook pixel set up, then you can just start with website visitors in the past 30 days. ● If you don’t, set it up. You’ll have a decent audience size in a few days.
  12. 12. How can we improve on this? ● If your audience is big enough, filter out people who visited the thank you page. ● Or just target people who visited the landing page, but didn’t convert.
  13. 13. Lookalike Audiences ● If that works well, consider adding lookalike audiences. ● Facebook can take the audiences you give it and begin to look for similar ones. ● You can control how large this audience should be. ● This gets continuously updated as you continue to run ads.
  14. 14. What are the KPIs? ● Leads Generated ● Conversion Rate ● Cost per lead ● Lead Quality
  15. 15. How to be Super Advanced with Facebook ads and HubSpot
  16. 16. Here’s your funnel Figure 1. A funnel
  17. 17. Standard inbound marketing program Ebook - awareness level offer (Lead) Webinar on demand - consideration level offer (MQL) Consultation - decision offer (SQL)
  18. 18. Cool funnel.
  19. 19. How can we tie this back into Facebook ads?
  20. 20. Synced Audiences
  21. 21. How does this work? ● Facebook will try to match contacts as best it can. ● It uses more than emails, it will match against: Email, Phone number, first name, last name, zip, city, state, country, DOB, birth year, gender, age, mobile advertiser ID, and Facebook app id
  22. 22. Inbound marketing program + Facebook Ebook Awareness level offer (Lead) Webinar on demand Consideration level offer (MQL) Consultation Decision level offer (SQL)
  23. 23. Inbound marketing program + Facebook Ebook Awareness level offer (Lead) Webinar on demand Consideration level offer (MQL) Consultation Decision level offer (SQL) Awareness to Consideration Synced audience
  24. 24. Inbound marketing program + Facebook Ebook Awareness level offer (Lead) Webinar on demand Consideration level offer (MQL) Consultation Decision level offer (SQL) Awareness to Consideration Synced audience Consideration to Decision Synced Audience
  25. 25. That’s a nice one-two punch
  26. 26. What else you got?
  27. 27. Add Retargeting Ebook Awareness level offer (Lead) Webinar on demand Consideration level offer (MQL) Consultation Decision level offer (SQL) Awareness to Consideration Synced audience Consideration to Decision Synced Audience General website visitor retargeting
  28. 28. But, can we juice it more?
  29. 29. Of course!
  30. 30. Ebook Awareness level offer (Lead) Webinar on demand Consideration level offer (MQL) Consultation Decision level offer (SQL) Awareness to Consideration Synced audience Consideration to Decision Synced Audience Target cold audience with page views or video view campaign
  31. 31. Ebook Awareness level offer (Lead) Webinar on demand Consideration level offer (MQL) Consultation Decision level offer (SQL) Awareness to Consideration Synced audience Consideration to Decision Synced Audience Target cold audience with page views or video view campaign Retarget people who watch x% of the video to download the ebook
  32. 32. Ebook Awareness level offer (Lead) Webinar on demand Consideration level offer (MQL) Consultation Decision level offer (SQL) Awareness to Consideration Synced audience Consideration to Decision Synced Audience Target live opportunities with case studies Target cold audience with page views or video view campaign Retarget people who watch x% of the video to download the ebook
  33. 33. Facebook Ad Funnel ● You have to run multiple FB ad campaigns in parallel to be very effective. ● Similar to an inbound marketing program. ● Measuring is tricky. ● HubSpot helps with automated ROI calculations
  34. 34. ROI Reporting
  35. 35. But wait, there’s more!
  36. 36. Other Cool Facebook Features to Explore Facebook
  37. 37. Other Cool Facebook Features to Explore Messenger
  38. 38. Other Cool Facebook Features to Explore Canvas
  39. 39. Any questions?

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