Who ever thought ads could be part of inbound marketing? Learn how to use social advertising like Facebook ads to help and engage users at every stage of the buyer's journey.

1. Welcome to

2. Welcome to

3. First time at HUG?
We’re so glad you’re here! We meet once a month to
share inbound marketing best practices and get to
know other marketers in Austin.

4. 11:30-11:50am- sign in/network/fill out lunch order card
11:50am- Announcements
12:00pm-12:45 pm- Parker Short, “Facebook ads: your
inbound program’s secret weapon”
12:45pm- Wrap up
Agenda:

5. Upcoming HUG Events:
May 18: “How to recruit, hire, and develop top inbound
talent” with Brad Voeller of Digital Creative Institute
June 22: Building your email list with Jenna Fortunato of
JustUno

6. Amazon Dot contest
We’re giving away an Amazon Dot for some of our most
regular attendees!
You’ll be entered once for every meeting you attend
between the April, May, and June HUG meetings. We’ll
draw a name after the June meeting.

7. Austin HUG Slack channel
If you attended the March meeting, you should have been emailed an
invitation to join the HUG Slack channel. We’ll send out invitations again
to anyone here today who missed last meeting.
On May 11, we’ll have a chat to follow up from today’s presentation.
On May 25, Justin Champion from HubSpot Academy will join us again
to answer any questions about creating pillar content (if you missed his
event last week, you’ll want to participate in this!)

8. We’ll be sending out a survey after the meeting to get
your feedback. Please let us know if you have any
questions or suggestions.
We want to hear from you!

9. Inbound
Facebook Ads
(yes, that’s a real thing)

10. Overview
• Why inbound ads?
• Use Facebook ads to:
• attract
• convert
• close
• delight

11. How can ads be inbound?
There’s a difference between interruptive ads and
helpful ads.
Look at the format that ads take. Are they
integrated with the platform, or are they pop-ups?

12. Inbound Ads
If you’re on Facebook, you’re going to see ads.
Facebook works hard to make sure their ads are
good.
They fit into the platform, they’re non-interruptive,
and they’re very effective.

13. What this presentation is and isn’t
There are hundreds of ways to use Facebook ads.
I’m going to highlight some common use cases
for supporting an inbound program.
This is just a starting point.
We’ll have a follow-up session on Slack where
we’ll go deeper.

14. Where do Facebook ads fit in
the Inbound methodology?

15. …this general vicinity

16. ATTRACT

17. Attract
What are you typically doing to attract new visitors
to your website?
• SEO
• Social promotion
• Guest posting

18. Attract
With Facebook ads, you can:
• use your existing persona research to build out
your exact target audience
• target an audience based on demographics,
location, interests, and much more
• test out different audiences to see who’s most
receptive to your ads

19. Attract
1. Build out your audience
2. Put together ad units
3. Test out multiple variations- you can run
several ads concurrently to see which ones are
most effective
4. See what converts

20. CONVERT

21. Convert
How are you currently converting people?
• content offers
• email subscriptions
• webinars

22. Convert
How can you use Facebook in this phase?
• Send people straight to a landing page
• Use a lead-gen ad unit (see next slide)

23. Facebook lead-gen ad

24. But what about people
who don’t convert?

25. Facebook pixel
The Facebook pixel is a lot like the HS tracking
code.
It tracks conversions and audiences of people
who visit your site.
You can build out custom audiences to target
people who visit specific pages.

26. …so what?
That means you can target people who visit
landing pages but don’t convert
You don’t have to have any information on them
to target them like this- Facebook knows who they
are.
You can use this to build out very specific and
small audiences (as small as 20 people)

27. Facebook pixel
This can help you fix a leaky funnel.
If your conversion rates aren’t what they should
be, you can retarget them with a different offer

28. CLOSE

29. Close
Once you generate a lead, usually you’ll email
them.
But what about people who aren’t responsive?

30. You can build out an audience of people who
have converted on an awareness-level offer
only
OR
upload a list of email addresses and let
Facebook attempt to match them

31. Close
This can be supplemental with any email
campaigns (send emails and target on Facebook)
Facebook can also use this information to build
out lookalike audiences

32. DELIGHT

33. Delight
We talk about this a lot, but don’t really focus on it
much.
You can promote your best-performing content
out to lookalike audiences, or promote your
content to friends of friends (shows social proof,
likely prospects)

34. HubSpot’s Ad Integration
• Pulls your Facebook campaign information into
HubSpot
• Buckets traffic and leads into the paid social category
• Automatically tracks leads you’ve generated and
whether they close into customers
• If you’re using the CRM, it can calculate the ROI of
your ad spending