The Power of Platform: Using HubSpot to Grow Your Presence Through Ads, Social Media, and Messaging

The Power of Platform:
Using HubSpot to Grow Your
Presence Through Ads, Social Media,
and Messaging
S u s a n n a h M o r r i s
@ s w m o r r i s 2

2
SUSANNAH MORRIS
@ S W M O R R I S 2
@SWMORRIS2 #INBOUND18

RESOURCES:
SWMORRIS.COM/INBOUND18

1: Why You Need Platforms To Grow
2: Social Media
3: Ads
4: Messaging
5: What’s Next?
AGENDA

WHY YOU
NEED
PLATFORMS
TO GROW

Listen to your customers

1.
Increase in
platform reach
3.
Change in
preferred
channels
2.
Rise of
mobile
3
TRENDS

1.
Increase in
platform reach
3.
Change in
preferred
channels
2.
Rise of
mobile
of all web traffic
S O U R C E :
P A R S E . L Y , E X T E R N A L R E F E R R A L S I N T H E P A R S E . L Y N E T W O R K , L A S T 1 2 M O N T H S

S O U R C E :
H U B S P O T C O N T E N T T R E N D S S U R V E Y , Q 3 2 0 1 7
A L L I C O N S V I A I C O N F I N D E R C R E A T I V E C O M M O N S L I C E N S E S .
1.
Increase in
platform reach
3.
Change in
preferred
channels
2.
Rise of
mobile
52% 48% 41%

S O U R C E :
M A R Y M E E K E R I N T E R N E T T R E N D S 2 0 1 8
1.
Increase in
platform reach
3.
Change in
preferred
channels
2.
Rise of
mobile
of daily hours
spent online

@SWMORRIS2 #INBOUND18@SWMORRIS2 #INBOUND18
1.
Increase in
platform reach
3.
Change in
preferred
channels
2.
Rise of
mobile
3.3 Hours Spent on Mobile

1.
Increase in
platform reach
3.
Change in
preferred
channels
2.
Rise of
mobile
Apps
87%
Web
13%
S O U R C E :
C O M S C O R E M O B I L E M E T R I X , U S , A G E 1 8 + , J U N E 2 0 1 7 .

Top 5 Mobile Apps
1.
Increase in
platform reach
3.
Change in
preferred
channels
2.
Rise of
mobileS O U R C E :
C O M S C O R E M O B I L E M E T R I X , U S , A G E 1 8 + , J U N E 2 0 1 7 .
A L L I C O N S V I A I C O N F I N D E R C R E A T I V E C O M M O N S L I C E N S E S .

S O U R C E :
N I E L S E N F A C E B O O K M E S S A G I N G S U R V E Y , 2 0 1 6
would rather
message a business
than call customer
service
56% expect to message
businesses even
more over the next
two years
67%
1.
Increase in
platform reach
3.
Change in
preferred
channels
2.
Rise of
mobile
Rise of Messaging

S O U R C E :
H U B S P O T C O N T E N T T R E N D S S U R V E Y , Q 3 2 0 1 7
willing to use messaging
apps to get assistance 1.
Increase in
platform reach
3.
Change in
preferred
channels
2.
Rise of
mobile

1.
Increase in
platform reach
3.
Change in
preferred
channels
2.
Rise of
mobile
Your prospective
customers

How do you get there?

ADS MESSAGINGSOCIAL
MEDIA

SOCIAL MEDIA
L I S T E N T O Y O U R
A U D I E N C E

Reach prospects beyond
your website with pages

QUANTITY
QUALITY

Take stock with an
audit

Adapt to your
audience in each
channel

Same offer, formatted for
each channel

Experiment with
different content on
different channels

Tap into your influencers

Go live!

WITH YOUR
PHONE
ON YOUR
LAPTOP
WITH A
FRIEND

Measure everything!

• Engagement
• Clicks & interactions
• Leads
• Customers
→ ROI of each channel

ADS
F U E L Y O U R S O C I A L
M E D I A S T R A T E G Y
W I T H P A I D
@SWMORRIS2 #INBOUND18@SWMORRIS2 #INBOUND18

Better together:
Paid advertising and
your best content

+
Getting Found in Search

+
Getting Found in Search
Paid results
Featured snippet
People also ask
Knowledge Card

Engaging
Content
+Budget

Engaging
Content
+Budget
3X

Anywhere in the
customer journey

Boost high
performing content
Reach leads
through
Demographic &
Lookalike
Audiences
Capture interest
via lead ads
AWARENESS
Retarget interested
visitors and leads
through Website &
List-Based
Audiences
Serve timely and
relevant content
based on their
interests
Capture leads via
lead ads
CONSIDERATION
Retarget interested
leads with specific
offers through List-
Based Audiences
Exclude customers
to create highly
targeted audiences
DECISION

See what sticks

Find the right
people, at the
right time
See what sticks

Create pixel based
audiences to
retarget website
visitors
Target those
visitors more
contextually with
URL-based
audiences
Audience Creation

Create pixel based
audiences to
retarget website
visitors
Target those
visitors more
contextually with
URL-based
audiences
Create lists based
on lifecycle stage
(lead, MQL,
opportunity) or
activity (viewed
pricing page) for
specific contacts.
Audience Creation

Create pixel based
audiences to
retarget website
visitors
Target those
visitors more
contextually with
URL-based
audiences
Create lists based
on lifecycle stage
(lead, MQL,
opportunity) or
activity (viewed
pricing page) for
specific contacts.
Expand any of your
audiences to reach
people who
resemble them
Audience Creation

MESSAGING
C O M M U N I C A T E W I T H
C U S T O M E R S W H E R E
A N D H O W T H E Y W A N T

Conversational
Marketing

Conversational Channels
LIVE CHATPHONE SMS EMAIL MESSENGER

Avoid the always on
trap

Give your prospects
options
“Staff up” with
automation
Avoid the always
on trap

Bots + CRM:
personalize
messaging at scale

Bot or human?
Trick question.

Bot or human?
Trick question.
Your bots can still
have
*~*pErSoNaLity*~*

Keep the “what’s in
it for me?” front
and center
Conversational Copywriting

it for me?” front
and center
Start with simple
automation

it for me?” front
and center
Manage
expectations about
the conversation
Start with simple
automation

Don’t be afraid to
have fun

Don’t be afraid to
have fun
Follow up to
continue the
conversation

WHAT’S NEXT?

1.
Increase in
platform reach
3.
Change in
preferred
channels
2.
Rise of
mobile
Social media +
ads + messaging

Get found on
social media
organically
Boost your best
content with ads
Capture leads
from social
media directly
through lead
forms
Message 1-1
with prospects
Nurture leads via
messaging
Use audiences
to retarget
interested leads
Expand qualified
leads with
lookalike or
matched
audiences
Support
customers via
messaging
Every Stage of the Customer Journey

ADS MESSAGING
SOCIAL
MEDIA

Learn more this week:
HubSpot Product
Spotlight with
Christopher
O’Donnell
HUBSPOT
PRODUCT
Wednesday
4:15-5:00 PM
Why Facebook
Messenger Is The
Future of
Customer
Relationships
MESSAGING
Friday
10:30-11:15 AM
How HubSpot
Uses Journey-
Based Advertising
to Drive Growth
ADS
Thursday
3:30-4:15 PM
How to Use Social
Media to Delight
Your Customers
(Without Sounding
Like a Robot)
SOCIAL MEDIA
Thursday
10:30-11:15 AM

The Power of Platform: Using HubSpot to Grow Your Presence Through Ads, Social Media, and Messaging

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