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Monthly Archives: January 2016

Enjoy your latest taste of HubShots

Episode 17: Reporting Tips

Welcome to HubShots Episode 17!

Recorded: Monday 25 January 2016

Welcome

We’re coming to you from St George Business Hub Chatswood: https://webapps.stgeorge.com.au/dragon-business-hub/

Great service – but they could do with some fixing on their web site (sad face):

Business Hub blocked in Google

Shot 1: Inbound Thought of the Week

How quickly the world of marketing changes…

Re-reading Inbound Marketing by Dharmesh and Brian: http://www.bookdepository.com/Inbound-Marketing-Dharmesh-Shah-Brian-Halligan/9781118896655
Stands up pretty well after all these years – except for the social chapters.

As opposed to the 4 Hour Work Week which has aged badly: http://www.bookdepository.com/The-4-hour-Work-Week/9780091929114

Shot 2: HubSpot Feature/tip of the Week

The value of Campaigns: http://knowledge.hubspot.com/campaigns-user-guide-v2/overview-of-the-campaigns-tool-in-hubspot
You can add Campaigns to social shared items retrospectively, via the Calendar

Shot 3: Challenge of the Week

Email from one of our listeners: Moby (@BranditoInc ) from Red Pandas: http://www.redpandas.com.au/

“My challenge and question is: Isn’t it better to use HubSpot embedded forms on our website as opposed to HubSpot landing pages for static pages on the site? My thoughts are using forms would be better for SEO for pages like contact pages and ofcourse using HubSpots landing.DOMAIN pages for PPC and campaigns. What are the advantages and disadvantages of using forms vs landing pages in my scenario?”

Excellent question Moby – our responses start at the 07:13

See also, tip for embedding HubSpot forms in web sites: http://xen.com.au/hubspot-forms-rendering-issue-in-elcomcms/

Shot 4: Opinion of the Week

Search engine ranking factors: http://backlinko.com/search-engine-ranking

Analysed 1 million search results.
Links are of course very important, but factors 3 and 4 are especially relevant:

3. We discovered that content rated as “topically relevant” (via MarketMuse),significantly outperformed content that didn’t cover a topic in-depth. Therefore, publishing focused content that covers a single topic may help with rankings.
4. Based on SERP data from SEMRush, we found that longer content tends to rank higher in Google’s search results. The average Google first page result contains 1,890 words.

Shot 5: General Tip of the Week

Google Analytics Smart Goals: http://analytics.blogspot.com.au/2015/12/use-smart-goals-powered-by-google.html

See also: https://support.google.com/analytics/answer/6153083#enable_smart_goals

How Smart Goals work:

Smart Goals are configured at the view level. Smart Goals uses machine learning to examine dozens of signals about your website visits to determine which of those are most likely to result in a conversion. Each visit is assigned a score, with the “best” visits being translated into Smart Goals. Some examples of the signals included in the Smart Goals model areSession duration, Pages per session, Location, Device and Browser. (Remarketing Smart Lists use a similar machine learning model to identify your best users.)

To determine the best visits, Smart Goals establishes a threshold by selecting approximately the top 5% of the traffic to your site coming from AdWords. Once that threshold is set, Smart Goals applies it to all your website visits, including traffic from channels other than AdWords. After enabling Smart Goals in Google Analytics, they can be imported into AdWords.

Shot 6: State of Inbound Item of the Week

HubSpot Email Send Report: http://www.hubspot.com/sales/best-time-send-email-report-2015
Key takeaway: 11am Monday through Saturday, 9pm Sunday night

BTW: Look at the landing page…it is very well laid out and focussed

Shot 7: Motivation of the Week

Event details – we’re going to add a survey for the event page to gauge what potential attendees really want.

Shot 8: Resource of the Week

Thinking through native advertising: http://contentmarketinginstitute.com/2016/01/native-advertising-research/

Enterprise Reporting User Guide in HubSpot > http://knowledge.hubspot.com/reports-user-guide-v2

Professional version – lite: http://knowledge.hubspot.com/reports-user-guide-v2/how-to-create-an-attribution-report

HubSpot attribution report

Shot 9: Community Item of the Week

From Moz: https://moz.com/blog/content-marketing-tips-b2b-organizations-whiteboard-friday

“Oftentimes the person who ends up buying, who you interact with, who your salesperson reaches out to and has the conversation, that person is just one link in the chain of individuals involved from a corporate ecosystem in who makes the buying decision. For that reason, a lot of times content marketing that reaches this person does a great job of reaching that buyer but does a terrible job of reaching their manager or the CFO and the HR person who are all involved in these decisions as well might be less successful.”

The need for overlapping personas.

See also an overview of Account Based Marketing: http://xen.com.au/an-introduction-to-account-based-marketing-abm/

Shot 10: Podcast of the Week

Perpetual Traffic by Digital Marketer – with Keith Krance: http://www.digitalmarketer.com/podcast/

HubShots Episode 17: Reporting Tips

Enjoy your latest taste of HubShots

Episode 16: Remarkable Content

Welcome to Episode 16 of HubShots!

Recorded: Monday 18 January 2016

Shot 1: Inbound Thought of the Week

Action item: We’ve created a list of people we want to meeting – including listeners

Action item: Plan to be there and what you want to get out of the event

Shot 2: HubSpot feature/tip of the Week

List of email unsubscribes: http://knowledge.hubspot.com/articles/kcs_article/email/how-do-i-export-a-list-of-unsubscribes
Action item: Use it to keep your database clean

Shot 3: Challenge of the Week

Follow up on no new product updates – The HubCast mentioned a theory that it might be because they are focussing on product stability (after their recent outage issues).

Shot 4: Opinion of the Week

SEO = remarkable content, promoted well
Understanding business outcomes, and providing a framework for achieving it.

Action item: be more wholistic and ROI focussed when it comes to your ‘SEO projects’

Shot 5: General Tip of the Week

HubSpot becoming more like Lifehacker every day… : http://blog.hubspot.com/marketing/productivity-hacks-counterintuitive
Action item: Make sure you get the appropriate rest and time to relax

Shot 6: State of Inbound Item of the Week

p22 Revisit – Who write your marketing content?

Companies are outsourcing to experts who can generate the content for them, to meet the increasingly competitive content requirements.

Action item: Be realistic about the content you need (quality, format, cost) and source the best content creators (whether they be internal, or external) to achieve the results

Shot 7: Motivation of the Week

INFLUENCE by Robert Cialdini: http://www.amazon.com/Influence-Psychology-Persuasion-Revised-Edition/dp/006124189X
The Psychology of Persuasion

Example: “expensive = good”

Shot 8: Resource of the Week

Generating interactive content: http://www.playbuzz.com/create

4 Tools to Create Interactive Content in Minutes

Some notes about interactive content: http://contentmarketinginstitute.com/2015/03/interactive-content-drive-leads/

Action item: test some of the interactive content formats

Shot 9: Community Item of the Week

Doing INBOUND Certification
Action item: be certified as it gives you credibility and knowledge
Get certified here > http://academy.hubspot.com/certification

Shot 10: Listener Tip of the Week

unroll.me from the HubSpot blog post about email productivity
Thanks Mal

Action item: check it out – it’s free!

Shot 11: Podcast of the Week

Conversioncast – http://podcast.leadpages.net/https://www.leadpages.net/library/category/conversioncast/

HubShots Episode 16: Remarkable Content

Enjoy your latest taste of HubShots

Episode 15: 300 Days

Welcome to Episode 15 of HubShots!

Recorded: Wednesday 13 January 2016

Shot 1: Inbound Thought of the Week

300 Days until Inbound 2016: https://hubshots.com/inbound-countdown/

Inbound 2016 Pricing will increase on Saturday: http://www.inbound.com/inbound16/register

Action: Hurry – Register and save some cash!

Shot 2: HubSpot feature/tip of the Week

SideKick Calendar – Schedule a meeting: http://www.getsidekick.com/schedule-meeting

Action: Try this as I was using calendly before

BOOK MEETINGS WITHOUT THE HASSLE, RIGHT INSIDE YOUR CRM
“Scheduling demos, calls, and appointments shouldn’t be so hard. Meetings, a feature of Sidekick for Business, helps make connecting with your prospects fast and easy. Meetings integrates with HubSpot CRM & Google Calendar to give you a personalized page where your prospects and customers can see your availability and book a meeting – all without the usual email back and forth.”

Shot 3: Challenge of the Week

Nothing new in HubSpot!
The notification indicator has been strangely quiet ?

Shot 4: Opinion of the Week

21 Content Marketing Predictions for 2016: https://contently.com/strategist/2016/01/04/21-content-marketing-predictions-for-2016/

#2. Digital agencies will replace the word “advertising” with “content” via CTRL-F in all of their outgoing vendor RFPs.
—Brett Lofgren, Chief Revenue Officer

#16. SEO managers and content creators will merge into the same role, rather than sitting in two separate departments.
—Adam Blake, Demand Generation Manager

Action: Content is where it is at. Get to the right person at the right time, Personas & buyer journey.

Shot 5: General Tip of the Week

Behavioural Email marketing: http://blog.hubspot.com/customers/creating-a-behavioral-email-marketing-strategy

“Behavioral email is the practice of sending automated, targeted emails to the contacts in your database based on their interactions with your company across multiple channels: social media, email, your website and beyond.”

“Think about the social media messages you send, or the blog posts you write. They are the exact same for every reader. The advantage of using email is that it taps into your contact database, which means you can make it highly personal.”

Action: Take the time to tailor your email messages to the audience they are targeted at.

Shot 6: State of Inbound Item of the Week

Something different to what Craig would normally read or learn about (as per Ian’s challenge last week to view something we wouldn’t normally do): http://blog.hubspot.com/marketing/business-dinner-etiquette-guide

“If you’re the first person to eat bread from the basket, the etiquette is to offer the bread basket to the person on your left and then begin passing the bowl around the table to the right.”

Action: remember this!

Shot 7: Motivation of the Week

My Blinkist item:

Highlighted in The Business Romantic : Give Everything, Quantify Nothing and Create Something Greater Than Yourself
Case in point: The author invited 15 people for a dinner called the “15 Toasts” during the World Economic Forum. His guests were leaders in the private sector, government and civil society, and they were all total strangers to each other. Not for long, though. The author asked each guest to offer a toast that answered the question: What is a good life? The toasts began slowly but the guests soon rose to the occasion. Rather than forcing 15 strangers to discuss prearranged topics, this dinner gave them the opportunity to engage as human beings. One guest remarked that it was the first dinner he’d been to where he didn’t know anyone, yet left feeling genuinely connected with every single guest.

Action Special: Blinkist normally charges US $79/year for their service which includes both Kindle and audio versions of their summaries. AppSumo has an Exclusive promotion where you can get one year of unlimited downloads for only $20!: http://www.appsumo.com/blinkist/

Shot 8: Resource of the Week

An example of how detailed and targeted you can get with Facebook marketing: http://www.jonloomer.com/2016/01/08/evergreen-facebook-ad-campaign/

Action: Be aware of the power and richness of Facebook. Don’t assume Facebook is simple, ask a specialist/Agency what they are doing with Facebook.

Shot 9: Community Item of the Week

What is in development at HubSpot: https://hubspot.uservoice.com/forums/76407-general-hubspot-ideas/status/617218

Action: review and vote for items you find valuable

Shot 10: Listener Tip of the Week

Thanks Adam!
Uptime Robot: https://uptimerobot.com/

Action: Signup and use this to monitor up to 50 websites.

Shot 11: Podcast of the Week

Overload… no new podcast this week – just focussing on the podcasts we are already listening to!

Ian’s Favourites:

The HubCast: http://www.thesaleslion.com/hubcast-podcast/

PNR: This Old Marketing: http://contentmarketinginstitute.com/pnr-with-this-old-marketing-podcast/

HubSpot To Go: http://www.togo.fm/

Craig’s Favourites:

PNR: This Old Marketing: http://contentmarketinginstitute.com/pnr-with-this-old-marketing-podcast/

The HubCast: http://www.thesaleslion.com/hubcast-podcast/

Content Sells Podcast: http://contentsellspodcast.com/

HubShots Episode 15: 300 Days

Enjoy your latest taste of HubShots

Episode 14: Focus

Welcome to Episode 14 of HubShots!

Recorded: Monday 04 January 2016

Welcome

Happy New Year

Shot 1: Inbound Thought of the Week

44 weeks to go until Inbound 2016 🙂
8-11 November 2016: http://www.inbound.com/

Facebook Marketing with Mari Smith ( @marismith ): http://www.inbound.com/blog/mari-smith-ideas-and-experiences

3 critical trends:
1. Disrupting TV and video. Native video has the best reach.
2. Huge emphasis on messenger for business.
3. Brand story telling. People centric.

Action item: use FB for your business if the people you sell and do business with are on that channel

Shot 1a: Self-promotion Item of the Week ?

Our event for Marketing Managers is coming soon (TBC: 23 Feb 2016)

Shot 2: HubSpot Tip of the Week

Personalising the email send name and email address in HubSpot

Note: the HubSpot KB is incomplete: http://knowledge.hubspot.com/articles/kcs_article/email/how-do-i-personalize-the-from-name-and-address-in-an-email
You don’t really need to add the extra fields if you have the Hubspot Owner set up properly.

Instead: set the From name and Email address to be: {{contact.hubspot_owner_id}}

HubSpot email personalisation

It will automatically insert the name or email address depending on what field it is placed in. In the subject line it uses the name

You may need to add it as an option using the Add/Manager first – and you can set a fallback there as well

Action item: Make it personal and make sure you have the Hubspot Owner set

Shot 3: Challenge of the Week

Can’t measure form submits by device type
Not even in the Reporting Add-on

Only workaround is to use smart content to display a different form based on device type.
But this won’t work if you are already using smart content to display a different form (e.g. customers seeing a different form than new leads).

Action item: Need to use Google Analytics to dig into those stats.

Shot 4: Opinion of the Week

http://observer.com/2015/06/how-to-be-efficient-dan-arielys-6-new-secrets-to-managing-your-time/

Action item: We need to Focus and not check email & FB before doing the critical things

Shot 5: General Tip of the Week

Future Watch: Expert Talks Social Media Ideas for 2016: http://contentmarketinginstitute.com/2015/12/social-media-ideas-2016/

CCO: How can marketers better connect social to sale?

Ian Cleary: Marketers need to become one with the social sales funnel. (Is it possible we’re still talking about funnels?) It seems a basic piece of advice, but too few social media marketers have mastered it.

Map the funnel

“You’re building an audience on social media and trying to improve engagement. But beyond that, how will you drive people to your website? How will you drive the next action (e.g., become an email subscriber)? How will you lead each person through a series of interactions that signals a maturing relationship, ending with a sale? You should have a plan for starting with a tweet and ending with a sale.”

Shot 6: State of Inbound Item of the Week

Nothing specific to mention this week…have a look at something that you would not usually look at for next episode.

Pick a topic from: http://www.inbound.com/inbound15/speakercontent or http://www.inbound.com/blog/topic/speaker-videos

Shot 7: Motivation of the Week

New Year…we have changed what we do at the start of every day.

The Passion Planner: http://www.passionplanner.com/

Action item: Focus on what you do….

Shot 8: Resource of the Week

Blinkest: https://www.blinkist.com/en/

Shot 9: Listener Tip of the Week

Standing Desk: http://au.varidesk.com/ – Varidesk

Shot 10: Podcast of the Week

Hubspot Academy BROADCAST – Inbound Learning Broadcast – Videos: https://academy.hubspot.com/broadcasts

Shot 11: Example of the Week

The Most Liveable Cities in the World: http://www.economist.com/blogs/graphicdetail/2015/08/daily-chart-5

Good example of a blog post providing value, but also leading a visitor to a landing page and form for entering details: http://www.eiu.com/public/topical_report.aspx?campaignid=Liveability2015

The content of the blog post itself is interesting and shareable (e.g. Australia has 4 of the top 10 most liveable cities) and then encouraging an interested person to further move down the buyer’s journey.

HubShots Episode 14 - the Power of Focus