Finally, a Brand Hits a Home Run with Facebook AdsMike Krass • June 4, 2012 • 3 minutes to read
In a recent announcement, B2B marketing software giant HubSpot announced that running paid advertisements on Facebook generated a 71% increase in sales from social channels year over year.
This news is huge for Facebook following the GM announcement that they would be eliminating their entire Facebook advertising budget
A couple other fun facts that Dan Slagen, HubSpot's head of paid lead generation efforts, disclosed were:
- Return on investment from Facebook ads was 15% better than their other paid channels during the first quarter of this year
- Site traffic to HubSpot.com from Facebook increased 39% year over year
Despite all the positive momentum that HubSpot saw from Facebook ads, Slagen was very cautious and realistic when he described their paid lead generation strategy ...
"It's a fallacy that paid leads are easy," he said. "It took time. We looked at planning. We looked at post-click issues. We looked at market seasonality and day-parting."
So now the all important question: What levers did HubSpot pull to deliver this performance?
Slagen cited ...
- 'Like gating' offers on ebooks and product trials that were targeted at marketing directors & decision makers based upon their recent 'like' activity
- Deployed sponsored stories to build on their existing momentum of users who had already 'liked' the HubSpot brand page
- Created a custom 'Try HubSpot for 30 days free!' tab on their Facebook page
What this all tells me is that ...
- Treat Facebook Ads Like a Big Kid: This case study is living proof that Facebook ads deserve a share of marketers tactical time & energy in planning an effective campaign. Simply 'turning on likes' doesn't actually move the needle -- like any of the traditional or established digital mediums, you need to commit to a diverse marketing mix within the Facebook platform in order to generate real results.
- Facebook Can Generate Leads ... For the Right Brand: As other brands come forward with their pro & anti-Facebook advertising stories, it will be interesting to see which types of brands (B2B vs. B2C, for example) will band together and see the best performance.
- For example, General Motors pulled their automobile advertising on Facebook.
- Could cars technically be 'un-sellable' on Facebook?
- Agencies Need to Be Smarter: When your client comes to you and wants to gain '100,000 likes' just for shits and giggles, agencies need to have the wherewithal to ask intelligent questions:
- Why do you want 100,000 additional fans?
- What do you hope to achieve by bringing on these fans?
- Where does fan acquisition and hard business metrics collide for your brand in the social space?
What are your thoughts on HubSpot's social success?