If you haven’t yet put Facebook ads to work as part of an inbound campaign, the time to try it is now.
While traditional websites, blog posts, and PDFs still work to capture attention and generate leads, the majority of users now spend more time with their heads buried in their phones transfixed by social media apps — and you need a way to reach them.
The majority of those social apps are Facebook properties: Facebook app, Instagram, and Messenger capture people’s attention for more than 50 minutes a day.
What’s great is that Facebook is starting to solve for smaller companies and B2B. The result is that you can now use new ads and targeting techniques that were once only available to major B2C brands.
Inbound marketers who take advantage of lead ads and lookalike audiences will receive the first major advantageassociated with being an early adopter.
HubSpot customers who use the ads add-on can now sync their lists in HubSpot to their audiences in Facebook.
Once a list is synced, any changes made in HubSpot are reflected in your Facebook ads. This eliminates any need to manually upload CSV lists to HubSpot, and it makes it easy to add Facebook ads as another nurturing touchpoint in your marketing mix.
When, Where, and How to Get the Most out of Facebook Ads
Ads are not a necessary part of every marketer’s inbound funnel. However, they can really accelerate growth, and when fed the right data, they can create a sustainable way to generate new valuable leads and amplify your inbound campaigns.
Facebook ads can also help you quickly adapt to the changing consumer by bringing your campaigns to the most relevant social apps where mobile users spend all their time.
Think about how ads can support what you’re already doing with your inbound campaigns.
Facebook ads can help your content get found. Sometimes, it can take time for your content to start to rank organically or for you to build the right content that takes off in social.
Use ads to boost content and figure out what your audience is interested in. Once you know which content has the highest click-through rate and is converting leads, use it to power a lead ad campaign.
You want to spend your ad dollars on ads that drive results. So try and figure out what content converts well first, and once you know, put the bulk of your TOFU ads budget behind lead ads. Don’t forget to test, optimize, and measure the ROI of your spend so that you're making sure your ads make you money.
Make sure you’ve connected your Facebook ads in the settings in your HubSpot account. Why? Because when you’ve found content that works and have launched your first lead ad, the leads that are generated by Facebook will automatically jump into HubSpot.
It’s important to make sure you have contact fields that match your lead ad forms. It’s also important that you test several different lead ads. This way, Facebook will have lots of different creative and targeted ads to test with its powerful artificial intelligence.
As leads come into HubSpot, you can build a workflow that quickly sends them an email or routes them to sales. Make sure to do this! It’s critical to follow up with these leads as soon as they show interest to keep your conversion rates high.
The new audience sync feature really shines when it comes to the close stage of the funnel.
Once you know a little about your audience, their names, emails, and location, and you once have that data in a HubSpot list, you can sync that list to Facebook. This helps you accurately target those users where they spend the most time online.
Let’s say, for instance, you offer a sales training service, and you have a list for high-value newsletter subscribers who have never bought from you before. You can now sync that list to Facebook ads and offer a discounted consulting session to only those users. This allows you to reach people in a new way, complimenting your email newsletter and inbound content.
It can also help you move people down your funnel. For instance, let’s say you sell software and have a big list of prospects. You could build another list of prospects who also recently viewed your pricing page, and sync that to a Facebook ads audience. This way, you can offer just those people an exclusive demo. This demo would take up too much time to offer everyone, but because you have a good signal that these users are ready to buy, this can dramatically increase ROI.
Facebook ads can help you delight customers, but here, I want to highlight how you can use what you know about your customers to grow the top of your funnel.
Facebook has a powerful feature called lookalike audiences. It’s their version of audience expansion that leans on artificial intelligence and their massive network to serve your ads to people who are similar to the people you outlined in a list. This allows you to take a list of your current customers and use Facebook to serve lead ads to people who are similar to them.
It’s a little bit magic what Facebook can do here, and the better the data you give them, the higher-value customers, the repeat buyers, the higher the quality of leads Facebook can generate.
Originally published Nov 23, 2017 8:00:00 AM, updated December 20 2017