HubSpot is an inbound marketing software platform that helps companies attract visitors, convert them into leads and close in customers. HubSpot was conceived of a very simple observation that the world has changed, change was evident in the way people shop, bought and share their experiences. Organizations had not adopted themselves for these changes, they kept to their old school marketing gimmicks which are increasing becoming useless these days. The need was felt to adjust to the modern human. Advertisements are seen as not more than distractions, buyers are in control, they are not going to take any impersonal stuff. Just to support the argument, 200 million numbers are registered on Do Not Call List, 44% of direct e-mail is never viewed, 86% of people skip TV commercials. The reality still is that so many business’s buy e-mail lists, send junk mails which nobody reads.But the trick is to attract customers, not to interrupt them. HubSpot objective was to turn the website into a magnet, create awesome content, optimize it for search engines and share it on social media. Then engaging prospects with landing pages, call to action, personalized e-mail and a personalized website. HubSpot is currently working with 7500 companies in 46 countries.
HubSpot’s Business Objectives
HubSpot wanted to find a more effective way to generate leads, engage existing followers, increase sales conversion rates and improve the return on its marketing spend.
Approach Adopted by HubSpot
Twitter is a micro-blogging site or posting very short comments, updates or thoughts. It was designed to be compatible with text messages on mobile phones, with each message limited to 140 characters. Twitter can even be compared to a cross IM (Instant Messenger) and an open chat room where you can restrict the access to people with whom you connect. This makes Twitter easily and readily used by CEO’s, Prime Minister’s of Nations. It is easy to follow people on Twitter and get followed. HubSpot used Promoted Accounts on Twitter.
Promoted Accounts suggest accounts people might be interested in but are not currently following. Promoted Accounts introduce an even wider variety of accounts they may enjoy. Promoted Accounts are visible in multiple locations across Twitter platform, including Twitter Timelines, Who to Follow, and search results. A Promoted Account is labeled as Promoted to distinguish it from other recommendations. Promoted Accounts help in discovering people who are very likely to love the business.Promoted Accounts help in increasing sign-ups, downloads, leads and consequently purchases. Promoted Accounts were used to reach potential customers, B2B customers, people interested in B2B marketing and enhance B2B follower base. This increased Hubspot’s brand-awareness and word-of mouth sharing and further drove web traffic as newly acquired followers saw the tweets and were implicitly directed to the website. Hubspot made extensive use of Promoted Tweets. Promoted Tweets amplify content to wider audience, creates opportunities for business to engage with their customers through more personal interactions. These personal interactions build positive sentiment which in turn help in spreading of positive word of mouth.
A compelling content coupled with images or videos about an announcement, or an update, or an upcoming sale may be appropriate. Once a promoted tweet is created, using targeting options, connect with right audience. With the launch of promoted Tweet campaign, Promoted Tweet will come in the home timeline of targeted users. Promoted Tweets are clearly labeled as promoted, in every other respects, these tweets are very much like regular tweets, can be re-tweeted, favorite, replied to and more. Promoted Tweets were used extensively to promote the download of the e-look they launched, “How to use Twitter for Business”. This had a direct impact on other blogs of HubSpot, white papers it published, Many key influencers and brand advocates were connected. With promoted Tweets, re-tweets were encouraged with helped spreading the message.
Results Achieved by HubSpot
- 150% increase in sales through Twitter
- 46% lower cost-per-lead
- 32% Return On Investment
The reason HubSpot leveraged such an astonishing success is the customer targeting. People who had inclinations in B2B business, in digital marketing fields were the core people to be reached. Twitter excellent systems of finding people might be interested in new tweets were of great help. But this exercise brings to light a very basic fact which was in the initial thought process of its co-founders, that the world has changed, the way people connect these days is based on purpose, with something value-driven is shared among prospective customers. Customers no longer accept traditional marketing tactics and are unresponsive to them. Converting such leads who are less bothered, or less interested involves a high cost-per-lead, whereas in this case, with excellent targeting customers, cost-per-lead actually decreases which is what happened here. People who had genuine interest in the subject were catered and leads and sales just happened. The policy and strategy behind the plan was perfect, execution as well had no hitches and it altogether a smooth sail.
Image Credits: HubSpot