Yesterday, HubSpot’s biggest webinar,
the Science of Timing
, shook up the Twittershpere and provoked curious discussions among marketers. With nearly 25,000 registrants, the webinar enjoyed hundreds of great questions. Here are the top 5 that stood out:
1. Should I tie my blog posts to my tweets to my Facebook status updates?
You should definitely feature your blog posts on both Facebook and Twitter. But be careful with auto-pushing your tweets to Facebook. On Facebook,
Dan Zarrella’s research showed
, it is much easier to flood the feeds of your friends. In fact, the best-performing Facebook business pages post every other day. So pace yourself on Facebook and be more selective with the content pieces you want to highlight there.
2. How does timing vary for B2C vs. B2B companies?
“There are false distinctions between B2B and B2C consumers,” said Dan. On the sales side, there are definitely tangible distinctions, such as length of sales cycles and decision makers. But on the marketing side, the distinction is less significant. B2B marketers are real humans who check their email late at night and on the weekends. As part of the
Science of Email Marketing research
, we learned that people don’t really separate their work and personal inboxes. More likely, people would maintain a separate inbox for spam. So stop obsessing over B2B vs. B2C and think about what's going to appeal to your fellow humans.
3. Can you saturate your Twitter audience?
Yes, if you feature the same exact tweets. No, if you feature the same content but use different messaging. For instance, if you promote a blog post on Twitter, you can announce it using its article title. Later in the day, you can tweet certain stats from the post, or highlight key points, or draw attention to some important quotes. Be creative and just don’t post exactly the same thing over and over again.
4. When do you start promoting a marketing event?
Before you start promoting your marketing event, take some time for testing. At least a month before the event, start experimenting with different titles and see what message resonates with your audience. Then, about 2 weeks before the event, continue with promotion: publish blog posts, use email marketing and finish up with some social media engagement.
5. Does experimenting with timing get in the way of consistency?
Experimenting with timing is valuable for getting to know your audience well. Consistency, on the other hand, is critical for creating certain habits in your audience. Can you marry the two? Probably not right away, but overtime you should be able to get a sense of when your audience is most responsive and how to optimize this timing best.
Did you have a timing question we weren’t able to address? Post it below and we will try to tackle it here!
Originally published Mar 30, 2011 8:45:00 AM, updated July 28 2017