The document discusses how businesses can use platforms like social media, ads, and messaging to grow their presence and reach customers. It highlights trends like increased time spent on mobile and a preference for messaging with businesses. The rest of the document provides guidance on using different tactics on each platform to engage audiences, including creating social media pages, using ads to boost content and target audiences throughout the customer journey, and implementing messaging strategies to communicate with customers. It emphasizes measuring the results from each channel to understand return on investment.

1. 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. 2
SUSANNAH MORRIS
@ S W M O R R I S 2
@SWMORRIS2 #INBOUND18

3. RESOURCES:
SWMORRIS.COM/INBOUND18
@SWMORRIS2 #INBOUND18

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

5. WHY YOU
NEED
PLATFORMS
TO GROW
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6. Listen to your customers
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7. 1.
Increase in
platform reach
3.
Change in
preferred
channels
2.
Rise of
mobile
@SWMORRIS2 #INBOUND18
3
TRENDS

8. 1.
Increase in
platform reach
3.
Change in
preferred
channels
2.
Rise of
mobile
@SWMORRIS2 #INBOUND18
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

9. 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 .
@SWMORRIS2 #INBOUND18
1.
Increase in
platform reach
3.
Change in
preferred
channels
2.
Rise of
mobile
52% 48% 41%

10. 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

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

12. @SWMORRIS2 #INBOUND18
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 .

13. Top 5 Mobile Apps
@SWMORRIS2 #INBOUND18
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 .

14. 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
@SWMORRIS2 #INBOUND18
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

15. @SWMORRIS2 #INBOUND18
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

16. 1.
Increase in
platform reach
3.
Change in
preferred
channels
2.
Rise of
mobile
Your prospective
customers
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17. How do you get there?
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18. ADS MESSAGINGSOCIAL
MEDIA
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19. SOCIAL MEDIA
L I S T E N T O Y O U R
A U D I E N C E
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20. Reach prospects beyond
your website with pages
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21. QUANTITY
QUALITY
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22. Take stock with an
audit
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23. Adapt to your
audience in each
channel
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24. Same offer, formatted for
each channel
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25. @SWMORRIS2 #INBOUND18

26. Experiment with
different content on
different channels
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27. @SWMORRIS2 #INBOUND18

28. @SWMORRIS2 #INBOUND18

29. @SWMORRIS2 #INBOUND18
Tap into your influencers

30. Go live!
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31. @SWMORRIS2 #INBOUND18
WITH YOUR
PHONE
ON YOUR
LAPTOP
WITH A
FRIEND

32. @SWMORRIS2 #INBOUND18
VS.

33. @SWMORRIS2 #INBOUND18
Measure everything!

34. • Engagement
• Clicks & interactions
• Leads
• Customers
→ ROI of each channel
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35. 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
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36. Better together:
Paid advertising and
your best content
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37. +
Getting Found in Search
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38. +
Getting Found in Search
Paid results
Featured snippet
People also ask
Knowledge Card
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39. +
Getting Found in Search
Paid results
Featured snippet
People also ask
Knowledge Card
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40. Engaging
Content
+Budget
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41. Engaging
Content
+Budget
3X
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42. Anywhere in the
customer journey
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43. 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
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44. 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
@SWMORRIS2 #INBOUND18

45. See what sticks
@SWMORRIS2 #INBOUND18

46. Find the right
people, at the
right time
See what sticks
@SWMORRIS2 #INBOUND18

47. Create pixel based
audiences to
retarget website
visitors
Target those
visitors more
contextually with
URL-based
audiences
Audience Creation
@SWMORRIS2 #INBOUND18

48. 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
@SWMORRIS2 #INBOUND18

49. 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
@SWMORRIS2 #INBOUND18

50. 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
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51. @SWMORRIS2 #INBOUND18

52. Conversational
Marketing
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53. Conversational Channels
LIVE CHATPHONE SMS EMAIL MESSENGER
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54. @SWMORRIS2 #INBOUND18
Avoid the always on
trap

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

56. @SWMORRIS2 #INBOUND18
vs.

57. Bots + CRM:
personalize
messaging at scale
@SWMORRIS2 #INBOUND18

58. @SWMORRIS2 #INBOUND18

59. @SWMORRIS2 #INBOUND18
Bot or human?
Trick question.

60. @SWMORRIS2 #INBOUND18
Bot or human?
Trick question.
Your bots can still
have
*~*pErSoNaLity*~*

61. Bot or human?
Trick question.
Your bots can still
have
*~*pErSoNaLity*~*
@SWMORRIS2 #INBOUND18

62. Keep the “what’s in
it for me?” front
and center
Conversational Copywriting
@SWMORRIS2 #INBOUND18

63. Keep the “what’s in
it for me?” front
and center
Conversational Copywriting
@SWMORRIS2 #INBOUND18
Start with simple
automation

64. Keep the “what’s in
it for me?” front
and center
Manage
expectations about
the conversation
Conversational Copywriting
@SWMORRIS2 #INBOUND18
Start with simple
automation

65. Don’t be afraid to
have fun
Conversational Copywriting
@SWMORRIS2 #INBOUND18

66. Don’t be afraid to
have fun
Conversational Copywriting
@SWMORRIS2 #INBOUND18
Follow up to
continue the
conversation

67. @SWMORRIS2 #INBOUND18
WHAT’S NEXT?

68. 1.
Increase in
platform reach
3.
Change in
preferred
channels
2.
Rise of
mobile
Social media +
ads + messaging
@SWMORRIS2 #INBOUND18

69. 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
@SWMORRIS2 #INBOUND18

70. @SWMORRIS2 #INBOUND18
ADS MESSAGING
SOCIAL
MEDIA

71. Learn more this week:
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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