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Episode 39: HubSpot Email Reporting Tip, Attribution Marketing, Voice Search

Welcome to Episode 39 of HubShots!

Recorded: Tuesday 21 June 2016

This week we’re again testing adding the show notes in a range of formats including Soundcloud, SlideShare, YouTube and Google Slides.

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HubShots 39 (1)

Craig: Welcome to HubShots, episode 39. My name’s Craig Bailey from XEN Systems and joining me today is my co-host Ian Jacob from Search & Be Found. Ian, how are you?

Ian: Very good, Craig. How are you today?

Craig: Really well.

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Ian: Now welcome to all our listeners. Now this is a podcast for marketing managers that are either considering using HubSpot or are currently using HubSpot and we have lots of great tips, tricks, and lots of great information that you can action and take away to make your life better.

Shot 1: Inbound Thought of the Week

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Craig: Yeah, tons to get through today. And we’ll start with our Inbound Thought of the Week, which is shot one, something we like to go through each week about Inbound.

Ian: Yes, and this week, you’ve actually done this. You showed me this course, Craig, from Gary Vaynerchuk and it’s about personal branding and I think it’s fantastic. I’d love to do it.

Craig: Yeah, it’s well worth doing and the reason we’re mentioning it is because Gary is one of keynote speakers at Inbound this year. I’ve been following him kind of on and off over time and I haven’t had like a strong opinion of him, but then I did his course. He’s got a two-hour course on Udemy or Udemy or whatever…I’m not sure how it’s pronounced, but it’s U-D-E-M-Y. We’ve got a link in the show notes and make sure you get a voucher, by the way, a discount voucher. You can always get their courses at reduced rate. But yeah, he did this one on personal branding. The reason I’m mentioning it is because you get a good insight into Gary, but also I would recommend marketing managers do this. So if you think, “Oh, this is just about me, me, me, making my personal brand,” well, sure, that’s part of it, but it’s actually what all marketing for brands should be. So if you can understand the principles and then be applying it, well, to yourself and to your role, that’s a big advantage. And the other thing about personal branding is we’re actually finding that in marketing, it’s much more about, shall we say, the character of the brand.

Ian: Yes.

Craig: You know, companies are not just these faceless organisations anymore. They’ve gotta actually be putting themselves out there.

Ian: That’s right. And we spoke about this last week on your emails, about sticking a picture about yourself and not sending emails from [email protected][yourbusiness].com.

Craig: It’s all about personal connection. So yeah, I really like Gary Vaynerchuk and just remember, it’s only 140 days to Inbound. We’d love to see you there and we’d love to meet up with you.

Ian: Yes, and we’ve even created a WhatsApp group for people. So if you want to join in on that WhatsApp group, let us know. Fill in the form and let us know and then we’ll add you to the group.

Craig: All right, moving on to shot two, HubSpot Tip of the Week. Now I’m embarrassed to say, Ian, I didn’t know about this.

Shot 2: HubSpot Tip of the Week

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Ian: Yes, and I knew about it. I thought you did, Craig. And this has to do with email stats, right? So when you logged in and you’re looking at your email stats, there’s this very cool graph about time spent email so it kind of breaks it down into people who glanced at the email, they skim-read it, or they actually read it, and it gives you a nice little graph with kinda like the percentages. And I have shown this to many people and they’re like, “Wow, that’s amazing.” And I never realised you didn’t know about it, Craig.

Craig: Well, the reason…I kind of pride myself of knowing the product really well and so whenever I come across something like this, because I was going through some email reports and I was like, “Oh, what’s this graph? Oh, that’s really handy.” Because it’s not actually on the first tab.

Ian: No, it’s not.

Craig: You actually gotta dig into people that have opened the email and see stats on them.

Ian: Yes.

Craig: I was like, “Oh, what’s this? This must be new. This is fantastic.” So I looked it up, they announced it like the start of last year. It’s been 18 months ago. I was like, “Well, you know, I’ve never seen it,” or maybe I had seen it but not appreciated it and if that’s me, then maybe there are some of our listeners who are in the same boat, so check it out.

Ian: So I think the key with this is just to understand over time, understanding how people are interacting with your emails or engaging with them. I think that’s the key thing that you will understand from looking at this graph and these metrics.

Craig: I think it’s really useful actually because I was looking at some of our emails and how some of them do have good read…what shall we call it…time spent.

Ian: Time, yes.

Craig: Whereas others where it’s really glanced and just flicked through. So it’s another one of those ways to test your emails, because even if they didn’t click through, you actually do get an indication of how they engaged. If a lot of them are actually reading it, the fact that they didn’t click through might not that bad. They’re actually engaged and then that’s actually actionable. You can use that.

Ian: Yes.

Shot 3: General Tip of the Week

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Craig: All righty, on to our Tip of the Week and more from Jon Loomer. You know, sometimes I think we could just make a show where all we do is talk about Jon Loomer, Jon Loomer tips and Gary Vaynerchuk.

Ian: And Facebook.

Craig: And a HubSpot tip thrown in for good measure. What’s this week’s tip?

Ian: Now this is about lead ads. So this was brought up probably three, four months ago. It was a new type of ad where you could actually click the lead information directly in Facebook. So when someone said they were interested, they’d actually get whatever details that you were requesting without having to fill anything out because you’re already logged in. So I think one of the key things that I didn’t know that you could do here was, your bonus tip would actually use Zapier to connect lead ads to submit into HubSpot, MailChimp, and other CRMs.

Craig: Yeah, so one of the things about lead ads…and just to reiterate to people, so you’re on Facebook and then that pops up a form within Facebook, so the big appeal of it is you never leave Facebook but you can fill in a form to get a free ebook or contact us or some other activity like that. Now in the past, it was very hard to actually get that data out in an automated way. You actually had to download a CSV or you had to pay for an expensive integration. So now that’s all just enabled by Zapier, that’s a simple way to connect Facebook lead ads through to your systems, but the big tip from Jon Luoma is talking about the new update from Facebook is they’ve released this way to re-target to people who have engaged with your lead ad or your form. We’re basically talking about the lead form popping up. Before you didn’t. You didn’t know who had opened it and you definitely couldn’t re-target to them. But now you can. Someone’s opened the form, maybe they didn’t submit, they just closed it. You can retarget to them because it’s just the people that didn’t even fill it in, and then other people that did fill it in, you can immediately re-target to them with something else, another offer.

Ian: Yes, fantastic.

Craig: We say it every week don’t we, “Facebook, Facebook, Facebook,” and it’s not just B2C, it’s B2B. These are the tools are coming. This is the way that people like to engage. So grab these tools, work with them, and use it now while the window’s there, window of opportunity’s there.

Shot 4: Resource of the Week

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All right. Onto our Resource of the Week, and we’re just briefly gonna mention this because we’re actually gonna unpack this in detail in a future episode.

Ian: Yes, and this has to do with email marketing certification that HubSpot has had out for a couple of months now. It was in a beta phase and now it has gone live to everybody, but it’s fantastic, you know? I think one of the things that I thought about it, it wouldn’t be that detailed but it is very, very detailed. Some of the things it discusses about email marketing in your business, sending the right message with life cycle marketing, contact management and segmentation, really important. The components of a high-performance email, what is that, you know? How email design functionality plays in? What is deliverability? And how do you develop relationships with lead nurturing effectively? And then, you know, measuring success with email analytics and optimisation and testing.

Craig: Yeah, it’s a very….

Ian: Test and measure, Craig.

Craig: Test and measure, as we love to say. It’s a very comprehensive course. The reason we’ve linked to it here is because there’s actually just a public link, so you can go and do all the training.

Ian: That’s right.

Craig: You don’t necessarily need to be logged into HubSpot. You do if you do the exam, of course. But, yeah, it’s all available there. The other thing I’ll say about this course is that it’s almost vendor-neutral or vendor-agnostic.

Ian: You’re right.

Craig: So there’s, in fact, I think there’s not even really a mention of a specific HubSpot feature in the entire course and it’s definitely not in the exam, nothing about that. So you can apply this to any email platform that you’re using that has a reasonable level of sophistication.

Ian: And why is it important? Because email has the highest return on investment for your marketing spend. So generally it’s about for every dollar spent, you get between $38 and $43 back.

Craig: Yeah. Well, the caveat: when it’s done right.

Ian: Correct.

Craig: And this is why the course is so good, because if you’re actually doing a bit of email marketing and you’re doing it, you know, lazily and getting very little return, then this is the course for you. If all you’re doing is pumping out a monthly newsletter and nothing else, no nurturing…

Ian: To everybody.

Craig: Yeah, to every one…Not even segmented, this is the course for you. It’s excellent, highly recommended, and we’re going to unpack a few of those points.

Ian: Now on to shot five, Craig, which is your Opinion of the Week, which is importance of marketing attribution.

Shot 5: Opinion of the Week

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Craig: Yes. Now this was a really good article on forentrepreneurs.com, we’ve got a link there…and the whole topic of marketing attribution or attribution marketing is compelling and a differentiator. I think we’re seeing people start to realize how important it is to work backwards to find out which channels, which marketing channels, are actually contributing to growth. Now this is an in-depth article. It’s not HubSpot-specific or anything. It’s actually, if anything-specific, it’s more related to SaaS companies, a financial service company, but it applies equally across B2B businesses.

Ian: Now I’ll tell you, when they say, “What is marketing attribution,” it is, “Are you spending your money wisely?”

Craig: That’s it, that’s it. It’s all about actually measuring or being able to measure the touch points along the way, because often we just take the last touch point, “Ah, they just finally came to us via AdWords, filled in the form. Ah, it must be AdWords.” And then…or we might say they initially came via something and we miss all the touch points in the journey along the way.

Ian: Yeah, absolutely. I think that’s really important to understand and I think as time has gone on, it’s become more complex because there are different devices we use, different channels we use, and all of this has to all play a part in the attribution that we give it because it’s all steps along the way to converting or talking to the customer, so I think that’s really important that people understand that.

Craig: Yeah, and some of the interesting items that they cover in that article…I’m just thinking about what if they’re offline points…and so it’s an interview style article talking with some of the CMOs who’ve led big companies like Zendesk and Slack and others about how they attribute marketing channels back along the way. They have some great ideas like how you use coupon codes selectively to identify where they first found out about you, and if your market’s big enough, how they would selectively do specific marketing pieces in certain locations just to see how that drove it because they might mean nothing. It may be…say, it’s a billboard, for example, just driving a particular behaviour in a specific location, we did see email people sign up there than elsewhere and therefore that was a way of validating. And just how they think about this. Now we’re actually going to cover in the next two points just some very simple ways, but just thinking about that whole big picture, that’s the future, that whole data-driven marketing side of things, but yeah, I guess some of the simple ways that we can get started on that. First one, I guess, is HubSpot.

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Ian: Yes, about attribution reporting, right?

Craig: Yes, even in the pro version, they’ve got some very simple attribution reporting functionality there and we’ve just included a screenshot in the show notes, but yeah, you can basically look at pages that generate the most leads or web content that kind of generates leads to get attribution from that. So it’s less about, “Oh, was it Facebook,” because it wasn’t…it’s less about the source but more about the actual behavior.

Ian: And in the next one, you were talking about Google Analytics, Craig.

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Craig: So I think this is another simple way just to get started with attribution reporting and just from the very basics, just looking at things like the paths that they go along and Analytics has this assisted conversion report, so it kind of does an average of all the ways that they came. It could be AdWords, it could be social, it could be direct, it could be organic, and just kind of giving them a percentage, a portion of what contributed to conversion.

Ian: Yeah, now Craig, for to have this in Analytics, do you have goals set up?

Craig: Ideally you should have goals, that’s right. And I guess that’s probably where we should’ve started. If you don’t even have goals on your site…we’ve covered this in previous episodes.

Ian: We have.

Craig: Yeah, but that’s always a good reminder. If you don’t have goals, if you don’t actually have a goal set up, then how do you actually measure whether it’s been successful?

Ian: That’s right. I think even with your goals, even if you do it, I would encourage you to put…even if it’s not the right value, put a value beside the goal. Even if it’s $1, if someone fills out that contact form, put $1 in the box because that will really help you understand and over time, drive really important behaviour because I think it’s that whole 80/20 of, you know, are you actually putting your money in the right place and are you spending time optimising the right things, right? So if you know that at the point of, if someone’s buying something, if they’re spending money on that page, and you know that the goal value is, say, $10 and a contact form is $1, then you’ll spend more time optimising the page where they’re actually about to buy something.

Shot 6: Internet Trend of the Week

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Craig: Excellent point. All right, on to shot six, Internet Trend of the Week. And we started this last episode, in fact probably two episodes ago, looking at Mary Meeker’s study “Internet Trend Report for 2016”. We’re gonna spend a few minutes now just going through yet another interesting finding from that and that’s all around voice search.

Ian: Yes, Craig, now I think this is fascinating because as you understand, voice is playing a big part. So 20% of search now on Google is actually voice-related. So people are actually picking up their devices, even sitting at their desks, clicking that little button on the voice search and going, “Craig, can you tell me where to find the best pizza in Sydney?” Right? So people are actually asking these questions and it’s becoming readily a bigger thing. And as you’ve probably seen even in the next version of Mac OS…

HubShots 39 (11)

Craig: Yes, that’s right.

Ian: …there’s going to be Siri, right? So you’ll be able to search for things on your computer using Siri. You’re gonna be using on your iPhone, in iOS 10, they’re gonna be using voice to do a lot of things again, but even read out messages and talk back to you, right?

Craig: Well, I know even on our Apple TV at home, we’ve got the little control, you just press the button and then you talk into Siri, I think it is.

Ian: Correct.

Craig: And it finds the movies or the shows that you’re after. So it’s all voice.

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Ian: Yeah, so I think the biggest thing that stood out to me in this report is that you’re reimagining voice and it’s a new paradigm shift, right? So the way people behave is changing and how they behave and the quick access to information, the way it’s gonna change. So we’re gonna talk about that and we understand on the next slide is that voice interfaces and voice, so what are the qualities? Like, it’s fast, easy, it’s personalized. And one of the things that really stood out to me, it’s context-driven, and I think that’s really the key. It’s the ability to understand where people are in their journey and the kind of questions that they ask. So thinking back to our buyers’ journeys, Craig, if they’re at the start, someone’s question is gonna be very different to the someone who is in the process of making a decision about a product or a service and the questions they ask. Because as they’re going down the value chain, they’ve informed themselves, they’ve learned, and they ask more educated questions. So I thought that was really interesting.

Craig: And I guess part of this is really around how Google’s doing a lot of that interpreting of things as well and maybe Siri and these other, I guess, interfaces to it as well. That whole context, do you think it’s Google that’s doing that for you? Or do you think we can still be proactive in the content that we write, making sure that it matches the context and with keeping voice search in mind?

Ian: Yeah, absolutely. I think we have to think about that now, think about the content but also the context of what we’re talking about. And I think that is gonna grow more and more as we get…and I think really understanding your buyer is gonna be the real key. Now another big thing that dives into this is the accuracy, so you’ll notice that one of the things for this to work is that accuracy has to improve and also speed. So you’ll see they talk about low latency here, that’s also very important because no one wants to wait 10 seconds for Siri to respond and tell you what’s going on.

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And as accuracy grows, more and more people will jump on and they will be using voice search. I know in Google Partners, for example, every time we have something, they talk about voice search and they have been doing so for the last two years and it’s quite interesting because obviously it’s something they work on every day, it’s something they’re always looking to improve, and as they shift devices and go into cars and so on, like this transcends computers and phones but goes into home devices, cars, lots of other places which we have not even mentioned and I don’t know where it would be, but that’s what’s gonna happen. It’s just gonna be driven like that.

Craig: Yeah, and I think that’s right. This is the important point. There’s these kind of hurdles at the moment, so the accuracy’s not quite there and the latency causes slight disgruntlement by the users. And the point out of the report is these are being fast solved. So if you think voice search is still years away because of these hurdles, think again because they’re being solved very quickly.

Ian: That’s right.

Craig: And that’s why voice search is rising so rapidly. You can see it taking off there now. We’ve got a screenshot of this, but just for people listening, it’s basically from 2013, it’s just started taking off, you know? Massive trajectory. And we’re just about to see that ramp up yet again.

Ian: Absolutely. And I think what’s interesting in this graph, Craig, that you see is that what are the terms, right? And this is from Google Trends, “Call Dad” is at the bottom, but still increasing. “Call Mom” is pretty much at the top. And “Navigate home,” which is really interesting because…

Craig: Real activities, yeah.

Ian: They’re real activities, right? And so people would go, “Well, I wanna get home.” So I think it’s interesting like I often now, when I get in the car and it connects to the Bluetooth, you see your phone says, “Oh, it’s like 15 minutes to get home.” Like, how do you know it’s 15 minutes to get home? But again it’s what people want to know because they clearly from this picked up that people want to know how long it takes to get home or take me home.

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Craig: Well, the whole point of this though is…because you might be saying, “Well, hang on. I’m a marketing manager, I’m not optimizing for the term “Navigate home.” No, the point is this is what people will naturally use as their communication preference. So if they’re doing that with everyday activities, that’s how they’re gonna wanna interact with you as well. So it’ll affect all industries and contexts.

Ian: Correct. Now finally, Craig, there’s an interesting timeline here about how it’s really gaining share and what things are doing. So one of the things I wanted to highlight was that, if you look on…I’ll talk about this..there’s kind of four interesting points. There’s obviously Siri that was introduced. There is Baidu, which is another search engine. There’s the Amazon Echo, so this is a product that Amazon sells, which you pretty much keep on your kitchen bench and you can say, “Hey, Echo, tell me what the weather is today.” So it’ll go to the web, it’ll find out what the weather is today, and actually talk back to you. And I’ve seen that being advertised on TV in America.

Craig: Right, okay.

Ian: Which I think is really interesting. And what I found, another interesting thing is obviously Bing, which we don’t talk about much of. But 25% of searches performed on Windows 10 task bars are voice-activated voice searches which I think is pretty big.

Craig: Right.

Ian: So I know a lot of people don’t talk about that, because we talk about Siri and Apple, but even on Microsoft, on Windows, people are doing it.

Craig: Even on Microsoft. So the thing to point there is that, yes, Windows 10’s been doing that for a while now.

Ian: Correct.

Craig: Voice search, and Mac OS is just getting Siri now.

Ian: Exactly.

Craig: So like…everyone will talk about how it’s an innovation for Apple, but it’s been on Windows for ages already. So but yeah, the point is this is…

Ian: It’s not a fad. It’s not a fad.

Craig: This is becoming the norm.

Ian: And I’m gonna put something out there. So this is Andrew Ng from Baidu, he’s a Chief Scientist, and this is in 2020, he’s saying, “In five years’ time, I think 50% of searches are going to be either through images or speech.” Now that’s a bold statement, but I don’t think he’s far off. And I guess around 2020 we’ll come back to this episode and we’ll be able to tell.

Craig: Oh look, I wouldn’t mind betting it’s quicker than that. And just because my behavior, when we got our Apple TV at home and there was the Siri button, my first response was, “Oh, novelty. No one’ll use this.” We use it all the time. It’s just so natural now. And I guess Apple TV is…I guess there’s no keyboard to put it in anyway.

Ian: No, exactly.

Craig: So they had to figure out, but it’s obvious there. But yeah, every device and things like that. But what’s interesting about this…we were discussing this before the show…okay, so in marketing terms, that’s great because all of that kind of stuff is, “Well, Google’s taking care of that and Amazon Echo is taking care and Siri is taking care of that.” What does this mean for marketing? Because it’s great, we can see this trend, but how should we respond to that? And I guess the two ways to think about it, one is them getting to your site. So as we mentioned earlier, just about being aware of the context, the buyer’s journey, writing content for it that you know will be useful for someone that has voice searched for it. So they’ve got a particular way behavior probably that’s more conversational and more interactive. But then the second thing, which these slides didn’t really go into but we were discussing, it’s just around, “Well, okay, that’s them getting to your site or your app or your asset, your property. How do you actually make your site better for voice?”

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Ian: Yeah.

Craig: And I’m not seeing anyone really doing this yet, but…

Ian: They’re not?

Craig: …we’re just thinking, like, you go to a site, right? You’ve used Google Voice Search to get to the site, but you’re in the site, surely you just want to use voice search or voice interaction with the site itself to do stuff.

Ian: Exactly. Yeah, so I think the next phase will be like, “Oh, can you read this page to me,” click a button. Or I have seen and I tested this out a couple of years ago, it was like, you could leave a voicemail on your site. So someone presses the button, leaves a voicemail, gets sent to you as an email or as a WAV file, then you can respond to that.

Craig: Well, that’s exactly…on a contact page. And so you go to a site then a contact page. You don’t want to have to then tap, tap, tap, tap, fill in a contact form. You just wanna press…you wanna hold the press button.

Ian: Exactly.

Craig: “Hi, this is Craig. Please call me.” And the site just knows because you were on your mobile when you did it, so it knows a little bit about your mobile. And then they’ll just call you back or contact you. That’s the interaction people are gonna want.

Ian: Yeah, absolutely. And I think that’s the things we need to be aware of, just keep in mind as we move ahead, this is what’s happening. And just be aware, what’s going on in industry.

Craig: All right. On to shot seven, our Community Item of the Week. Did you see this, the HubSpot Pitch-Off? I saw this. This is so cool.

Shot 7: Community Item of the Week

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Ian: So now I thought this is cool but I think the prize is fantastic, Craig. Like obviously they’ll give you HubSpot Enterprise and all this other stuff.

Craig: Well, hang on, hang on. We’d better explain what it is first.

Ian: Yeah, go on, Craig.

Craig: So the HubSpot Pitch-Off…because I only heard about this today..it’s a big thing.

Ian: It is. It’s massive.

Craig: I hadn’t actually heard about it, but it’s basically a pitch-off for startups. So this won’t apply to traditional companies if you’re a marketing manager, but if you’re a marketing manager in a startup and you’re still in the formative stages, so less than three million in revenue per year but you’re growing, and you want to pitch your product or service to a fairly responsive audience and some judges at Inbound, then this is the competition for you. Now you have to have a U.S. entity as part of your structure but most people can organize that. But yeah, tell us about the prizes because this is fantastic.

Ian: Yeah, so you obviously get access to Inbound, you get tickets to Inbound, you get Enterprise for you, which is massive. You get 18K in sponsorship. A booth at Inbound 2017. But one thing I really saw and that really got me was office hours with HubSpot’s CRO Mark Roberge, Dharmesh, and Brian.

Craig: Yeah, now Mark Roberge…I think CRO is Chief Revenue Officer.

Ian: Yes.

Craig: He’s the one that did most of the Inbound sales certification. He’s written that book, “Sales Acceleration Formula,” I think which we reviewed a couple episodes ago.

Ian: Yes, exactly.

Craig: He’s amazing. He basically grew HubSpot from five people to whatever. Dharmesh, well, you know, personally inaudible 00:25:44]. And Brian, [inaudible 00:25:46].

Ian: Yeah, and, you know, that alone, that prize is gold.

Craig: It makes me want to go and create a startup just to enter this. But look, it’s a fantastic opportunity for anyone inside, and I’ve got a number of friends who are in a startup and they’re looking at HubSpot, part of their marketing, that whole growth hacker approach. This is a fantastic opportunity for you to work on your startup, pitch in front of people, and get access to these people, if you win. I wish they’d do a competition for agencies called The Agency Pitch-off or something like that.

Ian: Anyway, it’s there.

Craig: There it is, yup.

Shot 8: Podcast of the Week

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Ian: All right, now our Podcast of the Week, Craig, is…

Craig: The Content, Inc podcast, Joe Pulizzi.

Ian: Yes, I’ve been listening to it and enjoying it. It’s usually about three to four minutes long. I think we should go and listen to it.

Craig: It’s really good. And if you think, “Oh, didn’t I hear about this a couple of episodes ago?” Yes, you did. We’re mentioning it again because it is so useful. All right, let’s do App of the Week.

Shot 9: App of the Week

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Ian: App of the Week is Ova. Now this is an app, it runs on Android and iOS and it’s an app I’ve used quite a bit over time to actually create little stuff for Instagram that we put out there.

Craig: Okay.

Ian: So I do that for Search & Be Found and for HubShots using that app.

Craig: So explain it a bit, because I haven’t used this app.

Ian: Okay, so it’s an easy app for creativity and design. So you can get a picture, you can add filters, you can put text on the top of it.

Craig: Right. Right.

Ian: You can do all sorts of funky things, but really great. Easy to use. Well, it’s one of the ones I’ve used for a while. I tested quite a few out but this one that I keep coming back to.

Craig: So a graphic design app on your phone, but wouldn’t you just use Photoshop on your desktop, Ian?

Ian: No, Craig.

Craig: It’s all going to mobile, isn’t it? I’m amazed at how many graphics apps there are on mobile and they’re so useful.

Ian: Absolutely, and I think that’s the key. It’s been one of the apps that I have found really easy to use and to get a great result. And finally, Quote of the Week, Craig.

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Craig: We should just make this the Gary Vaynerchuk Quote of the Week section, but yeah, he’s famous for saying this actually, “There’s never been a better time in the history of time to start a business.” And he explains this in his personal branding course, ust about the opportunities we have now.

Ian: Absolutely.

Craig: He likes to say, “Compare this to your grandparents. Did they have opportunities we have now for starting and growing a business? No.”

Ian: No. All right, remember, as we always say, test and measure.

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Craig: Test and measure. Alrighty, well, thanks for listening, everyone. That brings us to the end of the show. We’d love your feedback as always, so please drop us a note on our contact form on the side or an iTunes review. We’d love that.

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Ian: Or, you know, have a conversation with us on Instagram or Twitter and it’ll be a great place to connect. And don’t forget, if you want to be part of the WhatsApp group, please fill out the form on the website and let us know your number.

Craig: Alrighty. Thanks, Ian. I’ll catch you again next week.

Ian: Thank you, Craig.

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Craig: Hey, there. Thanks for listening to this episode of HubShots. For show notes and the latest HubSpot news and tips, please visit us at hubshots.com.

HubShots Episode 39

Sydney Harbour

Episode 38: HubSpot RSS Emails & Messaging Trends

Welcome to Episode 38 of HubShots!

Recorded: Wednesday 15 June 2016

This week we’re testing adding the show notes in a range of formats. You can view the Google slides on Slideshare below:

Or watch the show as a screencast:

Or read through the transcript along with the links and slides:

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Ian: Hi, everyone. Welcome to HubShots, episode 38. I’m joined by my cohost, Craig Bailey from XEN Systems, and I’m Ian Jacob from Search & Be Found. How are you, Craig?

Craig: I’m well, Ian. Good to be here for another episode.

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Ian: And now let me tell you what HubShots is all about. It is a podcast for marketing managers that are either using HubSpot or considering using HubSpot. So if you fit into that, listen on. Now onto shot one, Craig.

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Craig: Our Inbound thought of the week. By the way, only 146 days to INBOUND. So it’s getting closer.

Ian: I know. It’s getting closer by the day. We’ve got under the 200 mark, now we’re getting close to the 100, and before you know it, we’ll be in Boston.

Craig: Sneaks up on you. And two more sets of speakers announced, as well.

Ian: Yes. We have Laura Ricciardi, and Moira Demos. Now they’re directors of Making a Murderer, which is a Netflix series.

Craig: Yeah, Making a Murderer was a huge phenomenon really. I actually haven’t seen it.

Ian: Neither have I. But I’m going to go watch it now.

Craig: I don’t know if I will, because I actually heard that the ending is a bit infuriating, just the way it unfolds. But what’s interesting about it is that it’s a story. It’s an example of telling a story. And I was looking at the blog post announcement, and was going, “I wonder why they’ve invited these two to speak?” Similar like to my reaction to Alec Baldwin, “What’s he doing there?” kind of thing. But it’s on point, because it’s about storytelling. They’re experts at it. They’ve had a huge audience following as a result, and I’m sure they’ve got a number of useful points to share about how to tell a story.

Ian: That’s right, and I think people are looking to connect with stories, right? That’s how we get our message across, and we share our experiences and our stories as we do that, and that’s what people are connecting with. So I think it’s cool.

Craig: Yeah, that will be good. And another favourite, the…

Ian: The Wizard of Moz? Rand.

Craig: Rand will be there. He’s great. So founder of Moz, big influencer in the SEO and in the marketing space.

Ian: And did you know he was the founder of INBOUND at all? A cofounder?

Craig: Right, yeah. That’s right. He and Dharmesh got together and look at the baby they have produced. Yeah.

Ian: Yeah, fantastic. So I’m really looking forward to seeing him. I know he’s been on the speaking circuit this year.

Craig: He’s a good speaker.

Ian: He is.

Craig: It’s always good to see him. Well, I’ll give you another one of my predictions.

Ian: Yeah, I would love to hear one of your predictions.

Craig: Also known as who I’d like to see as a speaker. So, Daniel Goleman. I’ve been reading one of his books, “Focus” So have you heard of Daniel Goleman? He wrote that book many years ago called “Emotional Intelligence.”

Ian: Yes.

Craig: It was very widely read and received, and he’s written one more recently in the last couple of years, called “Focus” that I’m reading through.

Ian: And I’ve been loving your excerpts on that book through Snapchat.

Craig: I have been sharing a few shots on Snapchat. Yeah, so he’s really good. He looks at the way that people learn and absorb information, and how they can be focused on a task. You know, that’s one of my kind of interests at the moment, how to increase productivity in that, so he’s very well read on the whole topic, and he would have a lot to say, so that’s who I’d love to see.

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Ian: Excellent. Now onto shot two, which is our HubSpot tip of the week. And this is something that we’ve just seen, it’s new RSS to email options. Now, this is a pretty big. I think it kind of slightly slid under the radar, but it’s actually a pretty impressive up there, right?

Craig: Yeah, they should be shouting about this one, because it’s a much needed, I will say, but it’s a fantastic update. So this is their RSS to email formatting options in the RSS emails that you send from HubSpot. Now for the longest time, they’ve not been editable in terms of the formatting, so just things like font sizes, colours, all that kind of thing that get included, you had no control over that, which I found extremely frustrating. I know a lot of people did.

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Ian: Now, Craig, I’m going to take it one step back. What is RSS?

Craig: Oh good point, yes.

Ian: Now, I’m going to explain it. It’s actually a Rich Site Summary. So it’s often used for syndication. So that’s to spread, or people can subscribe to your feed, and they get information, whenever your information’s published, they’ll get notified and it will appear in their feeds to they can read it. Just another way to get to your audience, right? A lot of people probably don’t use it, or probably unknowingly using, but it’s this, so it’s really important. It’s a channel that I think you need to look on your website and your blog, and make sure that it’s actually configured correctly, now you get to format it correctly. So I think it’s a big thing.

Craig: Yeah, well RSS, I think it’s used more often than you might expect. So any of the apps like Feedly that we’ve looked at before, and any of those tools that can read blog feeds, they’ll look for the RSS feed, and so one of the common ways that we take that feed and share it with our audience, is we might import it into an email that automatically gets sent out. So HubSpot’s actually had that feature for a long time, but what they’ve added now is actually the ability to format the way that the email looks. So it pulls in your feed, so in that we’ve got some screenshots that will show how that’s pulled in, for example, the HubShot’s feed itself from WordPress pulls that feed in. And then you can see how it’s actually formatted now, so you can control the way that appears in your emails.

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Now this has been, I guess, much needed, and so it’s really good to see. Like this is actually a big product improvement, so I’m really glad to see this. I will say, however, it’s still limited. So one of the things that I’m a little bit disappointed is that you can still only pull a summary from the feed. You can’t actually include the full post in an email that goes out, as some other tools can. So for example, I actually still use MailChimp for some sites, because it does have that feature. So I’d really love to see that in HubSpot in the future as well. But apart from that, fantastic update, and for 90% of use cases, this will be a really good improvement.

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Ian: Yeah, I couldn’t agree. I think take advantage of it, and go and check it out, and if you haven’t actually configured it correctly, configure it correctly. All right, now onto our other tip of the week.

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Craig: All right, so I actually just did want to throw out this, because featured images are something that we like to include in emails that go out. So this is following on from the RSS to email feature update. A lot of people have an issue where they want their featured image, so you’ve got a blog post on your blog and it’s got a featured image at the top, and that doesn’t get pulled through into your feed, so your email…

Ian: Yes, which can be very annoying.

Craig: Can be annoying. So you want that image in. And so, in WordPress, that actually isn’t natively included in the feed. So this sounds a little bit technical, but if you understand what I’m saying, it’s because you have this frustration. If you don’t have this frustration, then you can ignore this part, but the solution is there’s a WordPress plugin called Featured Images, funnily enough, in RSS emails, couldn’t be more descriptive. Add that plugin, we’ve got that on the HubShots site, for example, and that’s why our featured images go through, and they appear in those emails that get sent out from HubSpot. So a little tip there.

Ian: Excellent. That’s a great tip. So that’s a tip for people using HubSpot as their blog.

Craig: That’s actually for WordPress as their blog.

Ian: Sorry, WordPress.

Craig: But HubSpot as their RSS email.

Ian: Correct. Yes.

Craig: Yes, that’s right. Whereas I think HubSpot, if you’ve got the HubSpot blog, the featured image will come through automatically.

Craig: It’s already there, correct.

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Ian: Yeah. Excellent. All right, and onto our shot four which is the resource of the week. Now this is something…we talk about Facebook all the time, Craig, and Facebook has this 20% rule on images. So we’re now talking about the text image rule, and we found out that it’s kind of been relaxed. Is that right?

Craig: This is right, because Facebook…just to explain the 20% rule, what they had is kind of a grid overlay, and if 20% of the grids, more than 20% of the grids had texts in them, they wouldn’t approve your ad to show on the ad network. Of course, normal posts could have it, that’s no problem, but if you wanted to have an ad that was promoted, for example, they would knock it back. Well, they’ve actually relaxed that. And now they’re kind of saying the less text, the more reach you’ll get. But even if it’s text heavy, they’ll still show it as an ad, but it just might get reduced reach.

Ian: Which is really interesting. I was having a read through that article on Jon Loomer’s site, and I thought that was really interesting, like just the whole breakdown of how using this text on image to determine reach, right, just another way of skinning the cat, so to speak. I guess it’s not really stopping people, just saying, “Look, if you do this, then this is what’s going to happen.” So again, test and measure. See what works and what doesn’t work. I’ve had ads rejected because there was too much text on there. But again, it varies on the time of day that you submit stuff, and how you submit it, and what other ads are going with it. So just test and see what works for you. But it’s a great resource, I think, for the week.

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All right. Now onto the shot five, Craig, which is the opinion of the week. Now, we spoke about this a few episodes ago, and it’s about ghostwriting, because as we get into this world and we’re creating content, and we’re connecting with people, we’re creating micro moments, or we’re filling these micro moments with the right content…we’re looking for ways to fill it with the right content, right? And ghostwriting comes into a part of that. You know, we have people on teams that write content for other businesses, write for ourselves, some write for us sometimes. It’s a very interesting topic, and we discussed this last time, but what I wanted to highlight, there’s a response to that discussion, and one of those responses is in contently, right?

Craig: Yeah, that’s right. So just to recap, back in episode 31, we discussed this whole topic around an original post that was on contently back at the time, saying it wasn’t morally okay to ghostwrite the thought leadership. Now, it’s important the distinction here. It’s not just ghostwriting normal informational pieces.

Ian: Correct.

Craig: It’s around thought leadership, and the writer at that time, she was specifically talking about CEOs and managers that have thought leadership written for them, so the point being that those CEOs have no input into it. It’s not as though someone’s just writing down the thoughts of the CEO, it’s they are actually coming up with the entire piece.

Ian: The whole thing, yeah.

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Craig: And then it’s being attributed to the CEO. And so at that point, she was asking the question, “Is that actually morally okay?” And I remember when we were discussing it, I was actually leaning towards her. I was persuaded by her argument, which is I don’t think it’s okay, or at least the writer should get some kind of acknowledgement. However, this week there’s been a response, as you said, someone saying, “Well, no, it is okay.” And so they kind of put forward a few thoughts, and their kind of main thrust of their argument was, “Well, play to your strengths.” So if you’re a CEO, writing might not be your strength, leading and vision might be. So therefore, ghostwriting’s okay.

And also, just this idea that well a ghostwriter, that’s what you do. That’s your job. You’re writing. You don’t deserve credit on a 600 word post. So I’m kind of swayed back by that argument. But however, I think the distinction is it’s between capturing and editing someone’s thoughts, which I think is fine, in ghostwriting. Whereas when you stretch that to actual thought leadership and actually providing all that thought leadership, I think that’s a different…

Ian: It is.

Craig: I think the line is slightly crossed. So anyway, that’s for listeners to decide, that’s why we’ve put it in our opinion of the week, something to provoke thought there.

Ian: Yeah, look, I think I’ve told you this before, is that one of the things we do is we will interview a business leader or the person that runs a business, and then we will put together content. So we basically extract the ideas from their brain, and we take that and we formulate it, and we say, “Look, here it is. Does this sound like you?” Or, “Is this what you would write?” And that’s how we get it across. So we do that quite a bit. We don’t just outsource a whole lot. But I think that that works really well, because it really gets the heart of what that leader is doing, and what they’re trying to achieve in a business.

Craig: Yeah, and I think that’s totally fine and appropriate, and that’s an effective and efficient way of capturing their thoughts, and yeah, it’s a good process. So I think that’s fine. And I guess in the original article, that’s more what they had in mind, rather than the whole kind of outsource everything, no connection.

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Ian: All right, now onto shot six, Craig, and this is our Internet trend of the week, and this is from Mary Meeker, State of the Internet Report for 2016. We picked a few things out last week. Now there’s about 200 slides on this report, so we could be picking things off this for a long time to come, for the rest of the year. But this week, we really want to focus on two things. First one being ad blocking and the second being messaging. Now ad blocking is something that we’ve seen with the advent of, obviously, lots of advertising everywhere. And what’s really interesting, we picked out of here how there’s been such an increase, but what alarmed me from this graph that I can see is that, almost like a very exponential increase in ad blocking on mobile devices, which I was really surprised with. And you said there was a very good reason, because I don’t use any ad blocking, but you do.

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Craig: Right, you don’t use ad blocking at all on your mobile?

Ian: No, and I would say that I would be probably like most people.

Craig: Okay. Isn’t that funny? We think most people are like ourselves. Yeah. Well, what I will say, it’s not on this particular subject that we’re sharing, but I’ve seen other stats where it says ad blocking is much higher in Asian countries than it is in the U.S. or Australia.

Ian: Really? Okay.

Craig: So there is that distinction. So it probably isn’t as high in Australia, definitely. But what this slide’s actually showing is the increase in mobile over desktop. So desktop’s just kind of…

Ian: On a slight increase.

Craig: On an increase, whereas mobile is really taking off. And I think one of the reasons for this, well for me, for example, when I had it, was of course in iOS 9 on the iPhone when it came out, they added ad blocking as kind of a…it was almost a feature, but promoted it. There are always ad blockers on the app store. It’s very easy to do it. So I of course just added one. I’ve tried many of them. A lot of them were free. Why not turn it on and, you know, block ads? And I think a lot of the reason that people are doing it is not necessarily that they don’t like ads, it’s that they don’t like the performance hit.

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So, ads were shown to really take 10, 20 seconds, the load time of a website. So people really dislike them for that reason, as opposed to they just don’t like the ad. I think people are kind of happy to see the ad if it doesn’t affect other performance. But yeah, that’s what we’re seeing on mobile. And I guess the point about this, the reason we’re raising it in the show is because if you’re relying on mobile advertising, especially on Google or anything browser-based, then that is rapidly eroding. The amount of impressions that you can get is dropping down. And so you need to be looking at other channels.

Ian: Yeah, and I think what’s interesting that you picked up is that ads within the Facebook app cannot be blocked, right?

Craig: That’s right. Any in app experience, it’s hard for an ad blocker to impact that. But if you’re looking at Facebook…

Ian: On your browser.

Craig: On your browser, on your phone, then yeah, of course, you can. Not that many people would. They’d use the app. But yeah, it’s really about looking at your different advertising channels, and as you said at the start of the show, we love Facebook, right? That’s where we’re pushing a lot of the ad budget these days, and this is another reason why it’s actually gonna be more effective for you.

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Ian: All right, and now onto the second trend, which is to do with messaging. And messaging is…I was amazed by this graph is how quickly messaging is growing. Now one of the things I picked up from there is obviously the rapid growth, but the leaders in the space being WhatsApp, Facebook Messenger, and WeChat. And that kind of surprised me a bit, because WhatsApp is actually owned by Facebook, and there’s Facebook Messenger, and then there’s WeChat. So WeChat’s mainly used on the Chinese population, as far as I can understand. But WhatsApp and Facebook Messenger is pretty widely used amongst…

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Craig: And what was after WeChat? Instagram. Another Facebook property, yes.

Ian: But what’s interesting there is would you consider that a messenger application?

Craig: I know. I think it is, like that’s how people interact, but yeah, I wouldn’t have said it’s a messaging app, although you can direct message, of course, Instagram now.

Ian: Exactly.

Craig: They did add that.

Ian: Yeah, so I think one of the things that was interesting that’s not on this graph that I picked up, and I picked this up purely because I was listening to the Worldwide Developer Conference that Apple just held this week, and they were talking about the changes to iMessage, and how it’s going to be an open platform so people can connect to it. They’re changing the kinds of messages people can say, but, you know, machine learning about messages and how to interact about emojis and so on. So like that’s just going to change everything there. But it’s not featured on here for the obvious reason being Apple doesn’t share those stats.

Craig: Well, they do them at the stats, but it is a stranger mission, because it must be hundreds of millions of users that are messaging with it.

Ian: That’s exactly right. Just think about the number of iPhones that are sold globally, and then see what happens with messaging. I think you asked me like, “Why would you use iMessage…why would you use WhatsApp over iMessage?” And the reason is is that WhatsApp goes on many different platforms, so it works on an Android device, it works on a Windows device, it now even works on your computer, so it’s a cross platform thing, whereas iMessage is obviously Apple based, so you’ve got to have an iPhone, an iPad, a Mac, you know, to use that.

Craig: It was interesting that one of the rumors leading into the Apple conference this week was that they might announce iMessage over on Android. I don’t think they did…

Ian: No, they didn’t.

Craig: There wasn’t any announcement, but yeah, I guess that’s the next obvious, well, opportunity for them, maybe.

Ian: Yeah.

Craig: I don’t know, maybe the fact that it’s Apple only is actually the differentiation in some ways. But yeah, that’s right. But it’s still missing, and even if it’s only Apple, it still must be many hundreds of millions of users. So it should be part of the mix.

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Ian: Yeah. Now I did a little addition here off that graph, and what was really interesting, on that next slide you’ll see, it says on a monthly basis, right? There were 1.8 billion active users if I combine WhatsApp and Facebook Messenger. So this is Facebook owned properties, and I’m sure if I include Instagram it will be even more.

Craig: Right, but I wonder how many of them are common across…

Ian: Well, that’s right. So what’s interesting is the reach on these platforms and the diversity is amazing. So what I wanted to put out there was like we talked about Facebook Messenger last week and about using it that in your business, integrating it onto your website, and using it as a channel to get to people. How do you use WhatsApp in your business? Is that another channel that you could be taking…getting used to, or thinking about how can we actually communicate with customers? Or giving it as another option for people to communicate to you? Just like you give your phone number, does WhatsApp become another way that people will say, “Hey, I can contact this person on WhatsApp and start the conversation”?

Craig: It’s a good question, isn’t it? Because I’m struggling with this, thinking through where it actually fits in a marketing perspective, especially in B2B, and I guess where we’re leaning, and we were chatting about this before the show, it’s just really…I wonder if it’s not so much about leads, but it’s more about customers. And I think if we think back to when we were in INBOUND last year, and all the group organisation was done via WhatsApp. It was a WhatsApp share.

Ian: Yeah, and it worked really well.

Craig: Yeah, and that’s because we were all, well, customers, in a sense.

Ian: Correct.

Craig: We’re paid to go to the conference, and therefore we’re included in the group. And I wonder if that’s really where businesses should be looking at, it’s more around customers rather than leads. So if you’re organising an event, a user group, some kind of function for your customers, that’s a way of keeping them in touch. I wonder if that’s where messaging is a better fit than trying to think about it as purely an anonymous or a lead gen channel.

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Ian: Correct. I tend to agree with that, especially with WhatsApp. In our app of the week, I chose WhatsApp for obvious reasons, and I put in there, it’s really, what do they say WhatsApp is, it’s simple, it’s personal, it’s real time messaging. Right? And there’s a link to the desktop app as well, which I have just downloaded and just tried. So that connects via your phone to the messaging. It’s not independent. How can we use WhatsApp? So I was thinking in the context of how is this applicable in a business sense? You just used a great example about INBOUND, but let’s say you have a group of people that are all using HubSpot, right? So they’re the actual HubSpot users.

So you could create a channel, that where you keep a channel open where people can ask questions about things that they need to figure out in a support sense, and you can respond. So everybody gets to be a part of the conversation. They can put screenshots on, they can record audio and send it, so, you know, if they don’t want to type it up, they can record that. And I think that that’s another channel you can use. But you can make that as an inclusive group. So just like have a group on Facebook, you could have a Messenger group which talks to these customers. And so you could do that anywhere you choose. The only thing I can say here is that that’s tied to that one person, or the admin that runs that group, so it can’t be handed off to somebody else, or you can’t have multiple admins.

You can actually have multiple admins, or you can pass the admin over, but that’s where it’s going to stop. You’re going to be on that device on your computer, right? So that’s the thing to know. But I think it’s a great way to stay connected, and to always be passing information.

Craig: All right, so let me put this to you, because when we were planning this in the show, I was saying, “Look, I actually don’t really use WhatsApp,” Whereas you use it a lot.

Ian: Yes, I do.

Craig: So let me ask you now, because the obvious jump from what you just said is we should have a HubShots WhatsApp chat, right?

Ian: Yes.

Craig: Would that fit, like, where we kind of say to our listeners, “We have a HubShots chat channel in WhatsApp, and we just send updates. We don’t spam, or something like that, but it’s just around keeping people up to date. So if you’re a listener of the show, you want to be notified of the next episode,” would that be a good use of the app? I’m not sure.

Ian: I think so.

Craig: I’m asking you. Yeah.

Ian: Well, I’ll tell you what. I’ve got somebody that listens to our show that I met at INBOUND that messages me on WhatsApp and encourages me on stuff that goes on in the show. So when I’ve told about stuff before, it’s actually somebody on WhatsApp telling me. So yeah, you know, maybe that is a way we could build a community on WhatsApp.

Craig: Let’s give it a go.

Ian: We can give it a go, for sure.

Craig: Because what do we always say, Ian? Test and measure.

Ian: That’s right. So we’re going to be starting a WhatsApp HubShots group.

Craig: There you go. It may be short lived, but we’ll give it a go. Test and measure.

Ian: Well, you know, this could be the lead up to INBOUND, right?

Craig: Okay, yeah.

Ian: Where we have this group, then when we get to INBOUND, we kind off all know each other. And then we get to meet one another and share some experiences together.

Craig: I like it.

Ian: All right, now Craig, introducing a new theme for this week, which is a quote of the week.

Craig: Quote of the week, I love it.

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Ian: Now this is from Gary Vaynerchuk. Gary V, as we know him famously. And he says, “Effort is grossly underrated.”

Craig: Well, there’s a quote.

Ian: It is. Now I encourage you all to think about that. Like nothing…I know, like everything we do takes hard work. We’ve discussed a lot about how we grow this podcast and what we do, and even just doing that on a weekly basis has been a lot of effort, for you, for me, for people in our teams, people that support us like Chris, who does the editing. And I think that’s fantastic, but I think there’s a very poignant quote for us to remember.

Craig: Well, the thing about Gary is he works really hard, and I like that there’s no magic formula, no silver bullet, what’s another cliché or quote I can use there? But yeah, he walks the talk, there you go, add another one in there.

Ian: That’s right.

Craig: He works really hard, and he’s reaping the rewards of it, and that’s why I’m actually really glad he’s talking at INBOUND as well. Looking forward to seeing him. Yeah.

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Ian: All right, and now, our final thought is always remember to test and measure because that is very important in everything that you do, because, you know, things are vying for your attention, so make sure you got the right channel, and you’re testing and measuring and making sure you’re getting ROI out of that channel, and you have a clear goal about what you want to achieve.

Craig: Absolutely.

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Ian: And Craig, here endeth the episode, we’d love feedback from people, so we’d love to hear feedback. Please leave us a review on iTunes. We would also love to hear any feedback you have in terms of the way the show is laid out, if you would like to hear us add anything in there, we would love to hear from you. And until next week, Craig…

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Craig: I’ll see you then, Ian.

Ian: Have a great week.

Craig: Thanks, mate.

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HubShots Episode 38

Sydney Harbour

Episode 37: Why You Need to Add Messaging to Your Web Site

Welcome to Episode 37 of HubShots!

Recorded: Tuesday 07 June 2016

A transcript of the episode is here.

Welcome to HubShots, the podcast for marketing managers who use HubSpot.

Shot 1: Inbound Thought of the Week

New product wish list item… Instagram integration into social. Possibly difficult due to Instagram’s API limitations though…

Shot 2: HubSpot feature/tip of the Week

Dealing with constant spammers:

1. Block domains in a form
2. Setup a smart list of email domains to delete

Blocking domains: 
Block free email addresses
http://www.hubspot.com/list-of-free-email-providers

Create a smart list of email address domains to mark as spam:
Use a smart list to segment spammers

You can also add a smart list of competitors, to ensure they never receive your download emails.

Shot 3: Challenge of the Week

How to Focus on the right mediums? How would you choose? You need to test it.

Make sure you are at least doing email marketing. Email marketing has an ROI of 4,300%!

Then use industry studies to guide you in choosing other channels. This is especially useful when considering channels such as snapchat that are hard to measure from an ROI point of view.

http://contentmarketinginstitute.com/wp-content/uploads/2015/09/2016_B2B_Report_Final.pdf

B2B Social Media Platform Usage

B2B Social Media Platform Effectiveness
Also check out state of internet report from Mark Meeker – take a look at how some channels are taking off:

Mary Meeker Slide 90
Don’t ignore messaging and chat integration.

Don’t be afraid of putting effort and resource in. Don’t just settle for things you can outsource.

Implementing Messenger on your site – last week we linked to Tom Critchlow’s article on how to do it: http://tomcritchlow.com/2016/05/10/facebook-livechat/
Craig added it to his personal site, and also to his XEN agency site.

Shot 4: Resource of the Week

Mary Meeker’s Internet Trends 2016 Report: http://www.kpcb.com/blog/2016-internet-trends-report

See also re/code’s interview with her: http://www.recode.net/2016/6/1/11826256/mary-meeker-2016-internet-trends-report

See Craig’s post highlighting some of the Facebook specific trends: http://www.craigbailey.net/the-facebook-gap/

The Facebook Gap

Mary Meeker Slide 90

Facebook, Google, SnapChat… and then everyone else (in Western countries).

How to ensure your online advertising is working for you:

Mary Meeker Slide 46

Make sure you are testing messaging.

Shot 5: Opinion of the Week

MarketingMag and their social case studies that focus on engagement and hardly mention ROI

Social vanity metrics

Social vanity metrics

Note: Those 191 ‘entries’ refer to people using a specific hashtag on Instagram.

Don’t focus on vanity metrics.

Shot 6: App of the Week

Facebook Pages app again – to use with managing messaging on your site.

HubShots Episode 37

Sydney Harbour

Episode 36: Facebook, more Facebook, and marketing jokes

Welcome to Episode 36 of HubShots!

Recorded: Monday 30 May 2016

Welcome

Shot 1: Community Item of the Week

Facebook Q+A:

A good discussion by Facebook Marketing experts discussing both B2B and personal Facebook advertising: https://inbound.org/discuss/we-are-facebook-marketing-experts-ask-us-anything

Facebook Strategy:

Lots of people asking if Facebook is good for B2B – some really good answers there. Summary: if done well, YES!

Lots of people suggesting LinkedIn is better – but the point is to:

  • Test both
  • They aren’t mutually exclusive (ie you don’t need to choose just one)

Facebook Tactical (example answer from the Q+A):
What strategy would you suggest for generating leads for B2B business through Facebook?
I would suggest using the Facebook as a “horn” for your blog and not to use it as TOFU channel and directing traffic to landing pages.
Try directing the traffic to your relevant blog posts using “Post Engagement” ad type or “Website Clicks”.
Once the users are on your blog – convert them using Calls to Action that lead to a premium content offer on a landing page.
As for the targeting – try using the interest and demographics targeting options – especially the roles and industry they are in.
If you have a solid user base try creating a lookalike audience and target that. (Using the lookalike audience requires at least 1000 contacts from the same country to get good results).
users that hadn’t converted from your blog posts (hadn’t clicked the CTAs) – try remarketing to them the premium content offer directly from facebook.
This time try to use the Website Conversions campaign.
It’s vitally important to measure the results, especially through to leads and customers, not just engagement and vanity metrics.

HubSpot has a source in their sources report called Paid Social, because they’ve seen how important social is as a channel for companies.

Now, onto some HubSpot items:

Shot 2: Inbound Thought of the Week

We’re organising a meetup with Moby – let us know your prefered App to use: Facebook, WhatsApp, Inbound, Twitter, etc by answering this poll on Twitter: https://twitter.com/HubShots/status/738260681711980544

Prediction: Whitney Johnson as a speaker: http://whitneyjohnson.com/

Author of Disrupt Yourself: http://disruptyourselfbook.com/

She talks about the S curve of personal improvement.
How to process failure, removing entitlement hurdles, avoiding comfort, etc

Shot 2: HubSpot feature/tip of the Week

Minor Navigation Change – Contacts
To provide a better user experience and create consistency across our different apps, we are making a minor change to the HubSpot navigation. The Contacts menu is moving to the second item in the nav (just to the right of Dashboard) on all portals.
This change is only meant to provide a consistent experience and doesn’t change how the product works in any way.
Previous navigation:

HubSpot menu before

New navigation:

HubSpot nav after

Craig likes this change because it is an example of improving the user experience but also shows how the update was communicated to users. There would have been a full campaign around rolling this out and informing users.

Shot 3: Challenge of the Week

Marketing joke of the week: http://blog.hubspot.com/blog/tabid/6307/bid/33983/10-Cheesy-Marketing-Jokes-to-Tickle-Your-Funny-Bone.aspx

How many marketers does it take to screw in a light bulb?
None — they’ve automated it.

Shot 4: State of Inbound Item of the Week

Highly recommended if you are in Sydney: http://offers.hubspot.com/grow-with-hubspot-sydney

Shot 5: Motivation of the Week

Google future thinking: https://googleblog.blogspot.com.au/2016/05/io-building-next-evolution-of-google.html

The assistant is an ambient experience that will work seamlessly across devices and contexts. So you can summon Google’s help no matter where you are or what the context. It builds on all our years of investment in deeply understanding users’ questions.

Shot 6: Resource of the Week

News Use Across Social Media Platforms 2016

Pew Research

My comments: http://www.craigbailey.net/instagram-news-source-apparently/

Shot 7: Community Item of the Week

For the more technically minded or geeky amongst our listeners – Tom has a few hacks for adding Facebook messenger onto your website as a chat option: http://tomcritchlow.com/2016/05/10/facebook-livechat/

Craig has implemented this on his personal blog: http://www.craigbailey.net/

and agency site: http://xen.com.au/

Shot 8: Podcast of the Week

Seeking Wisdom podcast: http://seekingwisdom.io/

Latest episode covers the power of focusing on one big goal

Shot 9: App of the Week

Pages – Facebook Pages Manager

Facebook Groups app is also quite useful if you want to avoid the distractions of the main news feed 🙂

And finally:

How much does a hipster weigh?
An insta-gram.

HubShots Episode 36

Sydney Harbour Bridge

Episode 35: The Fascinating Episode

Welcome to Episode 35 of HubShots!

Recorded: Tuesday 24 May 2016

Shot 1: Inbound Thought of the Week

168 days to INBOUND16!
Join us in Boston!

Prediction: Sally Hogshead as a speaker
http://www.howtofascinate.com/sally-hogshead
http://www.howtofascinate.com/

Consider these two findings:
1: People are prepared to pay a lot to be the most fascinating person in a room
2: Most people don’t consider themselves fascinating

Then think about:
If you could make someone feel as though they are fascinating, think how much they would value that (think $). Consider your behaviour when talking with friends, spouses, customers, family and how you can make them feel more valued.

Shot 2: Fascinating Insight of the Week

Fascinating insights from Pew Research: http://www.journalism.org/2016/05/05/long-form-reading-shows-signs-of-life-in-our-mobile-news-world/
Mobile hasn’t even reached anywhere near its potential yet…

Google says 20 percent of mobile queries are voice searches

Imagine if someone told you that 20% of your leads were coming from one unexpected source. You’d be very interested to learn more.
Use that perspective to consider that 20% of Google’s searches are coming from voice. This is incredible.

Pro Tip: So when creating content create headlines as questions. Think of micro-moments.

Shot 3: HubSpot feature/tip of the Week

HubSpot Hacks

Using GoToWebinar with HubSpot: http://knowledge.hubspot.com/go-to-webinar-user-guide-v2/how-to-connect-hubspot-and-gotowebinar

Two of Craig’s customers have used this integration well.

Shot 4: Observation of the week

HubSpot has dropped all the sidebar from their blogs and all the list view only the first has an image and after every 5th blog post there is a CTA!

Shot 5: Opinion of the Week

Was WordPress smart to buy the .blog TLD for $19M: https://inbound.org/discuss/was-the-blog-top-level-domain-worth-19-million

Think of the .co and .io domains.

Shot 6: General Tip of the Week

85% of video watched on Facebook is silent: http://digiday.com/platforms/silent-world-facebook-video/

Most users’ news feeds are now inundated with short videos that feature text or captions narrating what’s being shown on screen. While most of these videos feature narration or some form of background music, the intent is to make it easy for people to consume the information presented in the videos without needing to turn the sound on.

Using Medium: http://blog.hubspot.com/marketing/how-to-use-medium
Realism – Get accurate reading time estimates while you browse the web.

Shot 6: Motivation of the Week

More on Buyer Personas: http://contentmarketinginstitute.com/2016/05/build-buyer-personas/

Salespeople and customers tell you different things. Since your buyer personas must address the needs of both sides, you need to talk with customers as well.

Especially her tips for looking at LinkedIn profiles:

LinkedIn profiles
“I live on LinkedIn,” Ardath says. “I have a subscription on LinkedIn, so I get access to the advanced search capabilities. I can go out and do profile searches on people like the personas I’m building.”
For every persona she builds, she sifts through 50 to 100 LinkedIn profiles, looking for people who have taken the time to build their profiles. “You can learn a lot from people’s profiles,” she says.
If people are posting on LinkedIn Pulse, figure out their viewpoints from what they publish. If they belong to groups, find out what’s going on in those groups.
Ardath gets the most value from the LinkedIn summaries people write about themselves and from the recommendations others give about them.

I document all this stuff in spreadsheets. I look for commonalities. I look for attributes that keep coming up across the profiles, like ‘Sally was a great mentor to me’ or ‘Edgar is detail-oriented and always on point.’ I look for information that repeats.

Shot 7: Podcast of the Week

Unmistakeable Creative podcast – https://unmistakablecreative.com/
https://unmistakablecreative.com/podcast/creating-work-that-s-impossible-to-resist-with-sally-hogshead

Shot 8: App of the Week

Evernote – we love it: https://evernote.com/

hubshots-episode-35