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Interesting Advertising Experiments HubSpot Tried in 2020 [+ Takeaways for Marketers]

The other day, I was on a run and listening to my reliable Spotify playlist. Lo plus behold, in between two of my favorite pump-up jams, We hear a HubSpot audio advertisement trickle through our headphones.

It’s not uncommon for me to see HubSpot ads on social media or Google, yet Spotify was a new a single.

This experience made me personally curious about what other kinds of commercials our team at HubSpot got tested out this year. And so i sat down with a few folks on our advertising and editorial teams.

Below, these people share some interesting lessons and takeaways regarding the different platforms and audiences they will tested in 2020.

Marketing Experiments HubSpot Tried in 2020

“While HubSpot has traditionally been relatively immediate response-focused (with software signups being the main acquisition goal), one of the biggest takeaways from our advertising in 2020 actually centers around driving awareness by means of brand advertising, ” shared Rex Gelb, Director, Purchase Analytics & Paid Advertising from HubSpot.

In early 2020, the particular team realized they were achieving diminishing returns on a lot of their existing ad channels, namely search and interpersonal ads, and saw it as an opportunity to branch out there.

They spearheaded this energy based on the guiding principle that the HubSpot audience is comprised of people with different media behavior.

“What works for one person may not work for everyone, so we had been likely only reaching a small segment of them through [direct response ads], ” said Jillian Hope, Senior Marketing Supervisor, Brand Advertising at HubSpot. “But in reality, our viewers is listening to podcasts, these kinds of are reading articles in the Nyc Times or The Wall Street Journal, they are watching Hulu, they’re doing all these different activities throughout the day. ”

So , by expanding where they showed HubSpot ads, the team hypothesized they could reach a much bigger segment of their audience plus make new consumers conscious of HubSpot.

As I chatted with these experts, a few key platforms stood out.

1 . Sound Advertising

“In 2020, all of us started doubling down on [podcasts]. It started as more of an awareness play, but we’ve invested in this actually neat tool called Podsights, ” said Jillian. Podsights is a podcast attribution tool through which the team procedures when someone hears the podcast ad and comes back to the site, and becomes a lead.

(Can I connect an audio file within COS? https://wiki.hubspotcentral.net/display/marketing/2020+Year+in+Review%3A+HubSpot%27s+First+Brand+Advertising+Push)

The team has tested a few direct buys with specific pod-casts, like NPR’s How I Built This and Masters of Scale . They’ve also done some national radio buys upon NPR and a few Spotify Sound Everywhere ads (for those people Spotify users who do not pay for premium).

2 . Hulu Advertising

“[In addition to podcast advertising,] we’re diversifying into new channels and also looking for in order to really measure and develop in on what’s working even from a direct response standpoint, including Hulu, ” Jillian shared.

That’s right — this year, consumers turned on their TV to see a few of HubSpot’s first advertisements upon streaming channels. The group found that Hulu has high completion rates (about 99%) because the network’s ads are unskippable. “This made it a great tactic for trying out more creative messaging plus executions because our target audience was tuning into the complete ad, ” shared Alicia Collins, Copywriting & Brand name Strategy at HubSpot.

Alicia worked on much of HubSpot’s 2020 brand advertising campaigns, including the Hulu push.

3. YouTube Marketing

Video as a whole gave the particular team more room to provide value through education, amusement, and inspiration, especially when compared with a display or static interpersonal advertisement.

“Because YouTube is really a Google-owned property, ” Jillian said, “we had the opportunity to target people who are actively searching for content related to our items, so our ads are relevant to their work. ”

In fact , Rex shared probably the most successful tests they ran: YouTube’s “affinity audiences, ” Affinity audiences are viewers that Google’s algorithm recognizes as likely to be interested in your own product(s).

“While the formula is a bit of a black box, trusting their data eventually paid off for us, generating some of the most cost-efficient, high-quality impressions plus video views, which in turn produced a great brand lift (as reported by surveys), as well as a measurable increase in incremental Search engines searches, ” reported Rex.

So , what does developing american presto advertising campaign creative look like?

According to Alicia: “When you’re thinking about brand name awareness advertising, you have to think about who you’re coming in get in touch with with . ”

Most people who connect to HubSpot’s brand awareness ads have never heard of HubSpot — versus those who see the standard direct response advertising. “There’s a reason why people are obtaining targeted with [direct response] ads; they’ve seen our content, they’ve been on our website, and they’ve interacted with our posts. ”

The same can’t be said for this new brand advertising press. Alicia and her group are trying to reach a completely new audience, meaning they have to generate clear, direct ads that will communicate what HubSpot is certainly and who it’s to get.

“[We’re aiming for] prominent and engaging, so people are either enticed to click through to learn more or simply stop and take a second look, ” Alicia shared.

advertising experiments hubspot tried in 2020 sales hub enterprise brand awareness

Talking about second looks, Alicia offers learned just how different the brand advertising technique can be. “[It’s a] bit different because, once again, people don’t see 1 social ad and instantly remember your brand. It takes like seven or 8 impressions for someone to begin recalling. ”

In the girl opinion, brand awareness function is unlike a lot of additional bottom-of-the-funnel work. “It’s not really that there’s only a science into it, but there’s also a bit of a skill, ” she shared. “It’s [all about] trying to find the right balance between solving for the data and the short-term results, and thinking about to want to be in the long-term. ”

She encourages those who wish to invest in brand awareness performs to be patient. “It may take a long time to move [brand awareness] metrics; raising brand name awareness can take years and millions of dollars, ” said Alicia.

In her experience, folks who want to invest in new stations and audiences tend to put their money in one location. But Alicia and the girl teammates have found that nobody spends all their time on a single channel.

advertising experiments hubspot tried in 2020 hubspot cms brand awareness

For example , you might prefer to start your day listening to a podcast, read a couple of articles during lunch, and watch your favorite Hulu show to unwind after work. However , your own coworker might like to begin their day watching cable news, scroll through social media during lunch, and visit the gym (passing multiple billboards) after work. “You’re just getting multiple touch points throughout the day and sharing your own stories in new, exclusive ways, ” said Alicia.

Jillian agreed: “What functions for some won’t work for most of. If we limit channels, we all risk not reaching a huge segment of our audience. ”

And the more channels which consumers can see HubSpot, the much more likely they are to remember and come back.

Read more about developing your own personal cross-channel or omnichannel marketing strategy on the HubSpot Blog.

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