Social media marketing is getting… complicated.
Just a few years ago, social budgets were skyrocketing, measuring the ROI of your efforts was much simpler, and building up a digital following didn’t pose the same challenges as it does today.
Cut to 2017 – people aren’t really seeing your company’s organic updates on Facebook or LinkedIn anymore, your audiences are going very mobile (which isn’t exactly conversion-friendly for B2B campaigns), and all people seem to gobble up is video content—when creating a really compelling video isn’t what many business owners and marketers consider to be easy or inexpensive.
Nevertheless, these changes in social also provide B2B marketing pros with an array of opportunities. Social has become a huge part of our culture – and it’s changed the way we communicate in many areas of our lives. People are spending more time on social media, and on more channels. There has been an explosion of new platforms, and messaging apps have quickly grown in popularity. In order to stay relevant, it’s critical that our marketing strategies are aligned with social’s rapid evolution.
The Inbound Social Playbook Is Broken
To keep up with the times and to heal its broken social playbook, HubSpot Product Manager Marcus Andrews states that HubSpot is now looking at social media more “holistically” – and suggests that we all do, too. The product team has refocused their marketing narrative to capitalize on current trends, and they’re in the process of creating a bunch of weighty updates to the product that will help their customers adapt to the newly emerging social landscape.
And speaking of HubSpot product updates… PMG is once again present at the annual INBOUND marketing and sales conference held in Boston (no surprise there!) – and co-founders Dharmesh Shah and Brian Halligan are letting attendees in on changes that have been in the works. This post specifically speaks to a couple of updates to the social tools, but HubSpotters will soon come to find there are several big changes (currently in beta) that will be rolling out in the near future.
What’s New in HubSpot Social?
HubSpot now considers ads, video, and messaging apps all to be social media marketing tools, underscoring that new holistic approach mentioned earlier. They’ve also strengthened their partnership with Facebook, deepening integrations and creating product updates that work in tandem with the innovations with which FB has been leading dominating the social media charge.
Why? Because Facebook has truly begun catering to the B2B market. The social giant is now building ads specifically for B2B companies. And it’s no secret that Instagram (which was acquired by Facebook in 2012) has developed into a great branding tool for both B2C and B2B marketers.
HubSpot’s goal is to provide users with better, more efficient ways to leverage high-volume networks like Instagram, streamline video creation and publishing, deploy FB messenger, and gather data and leads with the most impactful social ads.
One minor change that’s been built into the system (even if you chuckle, it’s still a good one!) is a little button that allows HubSpotters to insert a video right into the Facebook post they’re scheduling through HubSpot. You can conveniently grab a video from the File Manager or simply drag and drop a video from your desktop. Easy peasy.
But here’s some news that’s a little more noteworthy…
HubSpot’s Integration with Facebook Lead Ads
Formerly a tool to which only HubSpot Ads Add-on purchasers had access, HubSpot’s primary social suite now includes a free integration with Facebook Lead Ads.
What are Lead Ads, you ask?
Facebook recently introduced Lead Ads to enhance and amplify the mobile marketing strategies of B2B companies. The tool essentially showcases your lead gen content—an eBook or white paper, for instance—to targeted prospects using the Facebook mobile app and Instagram, along with a strong Call-to-Action. What’s particularly great about Lead Ads is that once the user clicks, they’re served up a form that automatically populates with their Facebook information, clearly making the download process super simple for the user (and the lead conversion process super streamlined for the marketer). Of course, all data integrates with your HubSpot contact database and CRM.
Lead Ads have already proven to dramatically increase conversion rates. Marketers will find that they’re obtaining more leads at a better cost-per-lead from mobile campaigns – even in B2B contexts. In fact, they might even find their mobile conversions outperform those of paid ads launched via desktop!
HubSpot is now giving us the option to create Lead Ads—using the Lead Ads interface—right within the HubSpot platform. You can then set up a workflow based on an Event to start nurturing the leads that you collect from Lead Ads. Also just an FYI… Facebook specifically chose HubSpot to launch this brand new integration – pretty cool if you ask me!
We’ll be sure to keep you posted with other updates as they’re publicly announced, and as we begin testing new tools out ourselves, we’ll be happy to share use cases and any interesting functionality we discover along the way. Happy HubSpotting!