When it comes to advertising, does it ever feel like we take the inbound philosophy and just throw it out the window?
If you've followed our content, you know that we are huge proponents of the inbound marketing methodology. We believe that there should be content for a user at every stage of the funnel including the Attract, Convert, and Close stages. But with advertising it seems like everyone (or almost everyone) goes right for the sale. They completely skip over the attract and convert stages and head right to the close stage, regardless of who someone is or how they've interacted with you in the past.
Now, with HubSpot Ad Sequencing, you can bring the inbound marketing methodology to your Facebook (or Meta...whatever we're calling it these days) advertising campaigns!
This blog post is part of our How to Use HubSpot series focused on helping our readers get the most out of their HubSpot portal with tips and tricks on best practices within HubSpot. Some features and tools can be hidden or hard to find. We're uncovering those tools. Follow along and catch all of our HubSpot tips here.
Through HubSpot Ad Sequencing, you can now target users in each stage of your funnel and show them ads based on their interaction with a previous ad. The idea is that you can now drive traffic, build trust, and increase sales by bringing an inbound marketing philosophy to your advertising. The idea behind this form of advertising is to create an attract ad that focuses on building awareness of your business. Next, you build a convert ad that is focused on offering something of value to your audience that interacted with your attract ad. Finally, you create a close ad that is focused on building a hot leads list based on those that converted on your convert ad.
Here's how you can set it up:
- Click Marketing in the top menu > Ads
- If you haven't setup your ad accounts in HubSpot, click Connect accounts to tie your Google, Facebook, and/or LinkedIn accounts to your HubSpot portal
- Note: Ad Sequences is for Facebook ads only at the moment.
- On the left side, click Ad Sequences
- Click Create ad sequence
- Select Ad sequence on the left and input your Ad account and Facebook page on the right
- Click Create sequence in the top right
- Create your Attract ad
- Note: videos and highly engaging content is preferred here. Engagements such as reactions, comments, and views will signal who should be targeted with your Convert ad.
- Note: videos and highly engaging content is preferred here. Engagements such as reactions, comments, and views will signal who should be targeted with your Convert ad.
- Input your targeting and content on the left then move on to your Convert ad
- Create your Convert ad
- Note: The goal here is to turn people who engaged with your attract ad into leads. You should have a compelling offer such as a high value content piece (eBook, white paper, infographic, checklist, etc) to give them in exchange for their information.
- Note: The goal here is to turn people who engaged with your attract ad into leads. You should have a compelling offer such as a high value content piece (eBook, white paper, infographic, checklist, etc) to give them in exchange for their information.
- Input your budget and parameters for this ad. You can set the ad to begin when your attract ad engagements reach a certain threshold or on a specific date. You can also set your end date or end after a certain number of submissions.
- Create your Close ad
- Note: The goal here is to convince your hot leads (those that converted through your convert ad) to do business with you. You should include things like social proof, extremely valuable offer, or even discounts.
- Note: The goal here is to convince your hot leads (those that converted through your convert ad) to do business with you. You should include things like social proof, extremely valuable offer, or even discounts.
- Input your budget and parameters for this ad. Just like the convert ad, you can set your start and end times based on date or interaction.
- Once you've created your ads, click Publish sequence in the top right.
And that's it! Now you are bringing the inbound marketing methodology into your Facebook advertising!
Check back regularly to find other tips on how to use HubSpot!
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