‘Sup, guys! This is #WeBuildWednesdays episode 15: HubSpot changes its stance on ads. Before we begin, I’m filming this one a little bit later today. I’ve turned off my light back here and I’m hoping that this camera angle is okay. I know my face looks a little extra shiny today. I’m not too worried about it and I hope you’re not either. Just so you’re aware, I’m wearing my Kris Bryant shirt today, but I am actually a White Sox fan, so don’t judge me.
HubSpot Changes Its Stance On Ads
HubSpot has come out with an article that essentially says that they’ve changed their stance on ads, which is crazy news for anyone who knows HubSpot. I’ll give you some background information.
Inbound Marketing No More
HubSpot started about 10 years ago and had originally come out with the theory of inbound marketing, or they’ve at least coined that term since the theory was around before that. Essentially, inbound marketing is where you attract people to your brand, you engage them with your content, and in that sense, you’re going to get more business for cheaper—HubSpot would say—than what’s known as outbound marketing or advertising, which is what traditional advertising used to be.
Traditional advertising, for the most part, was where you just put everything in everyone’s faces: here’s my classified ad, here’s my ad in a magazine, here’s this really intrusive thing on the side of a bus, here’s a billboard, boom, boom, boom. The idea is that if people see your stuff everywhere, they’re going to buy it from you eventually because your name is just so ingrained in their heads. Here’s a pop-up ad on the internet, that kind of stuff.
So what HubSpot did is they said, “Why don’t you make some blog posts? Why don’t you do some webinars? Why don’t you make some premium content, downloadable content, for people in your field where they can take a look at this stuff and learn things on their own?” So, if you essentially teach them how to do minor challenges in your field on their own so that they look to you as a source of information, that builds trust with them so that they’re more likely to buy from you in the future. You become a trusted brand name and that’s the whole concept behind inbound marketing.
Pay-to-Play Is the Name of the Game
HubSpot has their marketing platform, the other CRM, and it’s been great. I’ve been using it for a lot of our clients. But now HubSpot, as an agency and as a company, is changing its stance on ads, and it’s crazy because HubSpot has never before endorsed ads at any point, whatsoever.
Why did HubSpot change its stance on ads? Because organic is tough to come by these days. You look at social media and two percent of your organic audience is seeing any given post at any time. You need to pay. I mean, pay-to-play is the name of the game now. And Google, Facebook, and Amazon are taking over.
Google, Facebook, Amazon: The Big Three
So, what does this mean for you? How can you use this information to better your marketing strategy? Everything is going to continue to consolidate. These companies—Amazon, Google, Facebook: the big three—are going to get bigger and bigger, and they’ll buy up small companies to continue adding more and more services so that they are the three most recognizable brands in the digital marketing space out there. And, if you haven’t gotten in with these yet, you’re going to need to get in with them immediately. You’re also going to want to pump some money into building up your audience and your presence on these platforms.
The beauty in this now is that it’s still pretty cheap comparatively when you look at traditional marketing. TV advertisements are super expensive. Facebook ads are not. Same thing with billboard ads: super expensive. Google ads are not so much. They can be, but not usually. What you’re going to want to do is buy lasting space on these platforms if you can. Build up. In terms of Google, have really great SEO. In terms of Amazon, have really great products on there. They’re getting a ton of reviews so that you can continue to come up high in searches. Amazon just continues to grow and expand. On Facebook, yes, you want a big audience, but really you just want a big, engaged presence on Facebook so that, as Facebook continues to grow and expand, you can be there for that.
Now is the time to do it. Facebook and Amazon are continuing to add home services now to their site, so it’s not just products anymore that they’re going after. If you’re in the service industry, Amazon might be something that you want to be on at some point or already, depending on what you want to do.
So HubSpot has changed its stance on ads. This is really big news and we were kind of blown away by it, to be honest with you. We’ll keep an eye on this and, obviously, we’ll have information for you as it continues to come, but HubSpot has changed its stance on ads. This is big and we’ll see what 2019 has in store for us.
Thank you! This is #WeBuildWednesdays episode 15: HubSpot changes its stance on ads.