ClickZ provides an example of how HubSpot, a company developing marketing software, increased its sales by advertising on Facebook. The firm claims that the ROI on ads on this social network was 15% higher than that of other digital campaigns in the first quarter of 2012. HubSpot says that in this period their sales through Facebook increased by 71% compared to 2011. In addition, as another result of the campaign, the number of HubSpot.com visits increased by 39%.
Many giants of B2B and B2C are still speculating whether paid advertising on Facebook can actually pay off. HubSpot says it works just like any other direct marketing tool, it just needs a well prepared tactics. Everything must be carefully planned, postclick issues considered, seasonality and fluctuations in traffic during the day taken into account.
HubSpot targeted marketing managers at various locations. They got an opportunity to "like" offers as an electronic book about social media marketing, or try products for free.
In the first quarter of 2012, the company used, among others, the following practices:
- According to clicks on the "likes, "HubSpot identified marketing managers in their companies
- Targeting ads at 3 age groups: 24-34, 35-44, 45-54
- Call-to-action ad scripts, such as invitations to exclusive webinars and free download of e-books
- Sponsored stories that inform users that their friends "liked" HubSpot
- Facebook page "Try HubSpot" that allowed free testing for 30 days
Hubspot claims that Facebook is actually very much like Google with their paid links compared to standard search items. Therefore, the success of advertising on Facebook depends mainly on well-chosen content.
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