The Efficacy Of Facebook Marketing Strategy: A Business Success Story

  

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We know that social media is a marketing tool that has the power to influence our current and future customers.  Just recently, we published and discussed the Four Essential Steps For an Effective Facebook Marketing Campaign and these steps are:

1. Build
2. Connect
3. Engage
4. Influence

These four steps boil down to a strong presence and visibility on Facebook that will result to generating more volumes of traffic, leads and consequently increase on sales.

In this article we will share to you the story of HubSpot’s business success with Facebook.  This was one of featured business success stories in Facebook for Business.

With Facebook, HubSpot, our leading inbound marketing partner, generated more online leads for their all-in-one marketing software.  The actual result was a tremendous 71% increase of sales from Facebook in 3 months. Fifteen percent (15%) increase in return on investment and 39% increase in traffic to their website within the same period.

HubSpot's goal is to promote its brand as a thought-leader in the business-to-business field on Facebook. They wanted to:

• Lead people to its Page and ultimately engage them with other content
• Drive customer engagement and generate more leads

According to Dan Slagen, Head of Paid Lead Generation of HubSpot, “that actively participating on Facebook has engendered a valuable, open line of dialogue between HubSpot and its interest base". with the use of Facebook, they were able to announce product updates, new eBooks/webinars, get feedback directly from customers and gain inspiration for new ideas around inbound marketing while generating new leads and customers.

How HubSpot capitalized Facebook to achieve these results?  They simply follow the 4 steps.

HubSpot first created a Page to create general awareness around their brand: 

• Used their logo as the profile picture and a vibrant city landscape and the company name as the cover photo
• Developed a view called 'Try HubSpot!' where people could try HubSpot for a free 30-day trial or request a demo.

The company also ran Facebook Ads to drive sales:

• Used a strong call to action in their ads to encourage people to like their Page, saying 'Like HubSpot for exclusive webinar invites, blog updates, free new ebooks & more!'
• Tested ads by targeting different age segments, including 24-34, 35-44 and 45-44, along with people with interests in topics such as marketing director, marketing manager, and marketing manager
• Included eye-catching images to grab people’s attention along with information in the ad text about HubSpot’s marketing conferences.

HubSpot increased engagement on its Page in several ways:

• Posted updates every day about marketing conferences and e-commerce tips as well as links to demos and videos
• Asked lots of questions such as 'Is mobile marketing a part of your strategy?' to spark conversation
• Offered links to live chats with marketing experts from HubSpot on specific topics, such as closed-loop marketing.

To reach a broader set of people, HubSpot ran sponsored stories to get the word out about its brand: