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Case Study: How HubSpot used Twitter to increase sales by 150%

05/08/2015

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What you will get in this Case Study?

1) About HubSpot
2) Business Objective
3) Strategy Adopted
4) Result

About HubSpot

HubSpot was founded in 2006 as a result of a simple observation that People have transformed how they live, work, shop, and buy, but businesses have not adapted. This mismatch led Brian Halligan and Dharmesh Shah to create the vision for the inbound experience and to develop HubSpot’s platform to support it. With the integrated set of applications, businesses can attract, engage, and delight customers by delivering inbound experiences that are relevant, helpful, and personalized.

About 200 million numbers are registered on Do Not Call List, 44% of direct e-mail is never viewed, and 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 to attract the customers. It was done by creating awesome content and optimizing it for search engines and sharing it on social media.

Objectives of HubSpot

HubSpot wanted to add a more effective way to generate leads, engage existing followers, increase sales conversion rates and improve ROI.

Strategy Adopted by HubSpot

HubSpot used Twitter efficiently to carry out its business strategy.Twitter is most easily and readily platform used by CEOs, ministers and Prime Ministers of Nations. It is easy to follow people on Twitter and get followed. HubSpot used its 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 built positive sentiment which in turn helped 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.

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

1) 150% increase in sales through Twitter
2) 46% fallin cost-per-lead
3) 32% increase in Return on Investment

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