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Monthly Archives: November 2016

2 Inbound 2016

Episode 60: SEO in 2017, HubSpot Marketing Free, Ideal Content Lengths, How Not To Die

Welcome to Episode 60 of HubShots!

Welcome to HubShots, the podcast for marketing managers who use HubSpot hosted by Ian Jacob from Search and Be Found and Craig Bailey from XEN Systems.

Recorded: Monday 21 November 2016 | Published: Thursday 24 November 2016

Shot 1: Inbound Thought of the Week

Inbound quick takeaways.

Key value points from Rand Fishkin’s session:



Some stats:

  • 1.19% of searches on Google.com in US result in an ad click => ie 98% of searches don’t click on an ad.
  • 51% of Google.com US search clicks, click on an organic link.
  • 40% of searches result in no clicks eg weather results
  • 25% of searches are in progress eg Chrome instant, so the searcher is still refining their search

Google’s keyword planner tool is becoming less useful (vague ranges) – https://moz.com/blog/google-keyword-planner-dirty-secrets 


  1. Put your video on Wistia first and embed that on your website to get links and build your asset. Then add it to YouTube 3 months later.
  2. Don’t ignore search channels just because they are not Google!
  3. Understand searcher intent. Google is mastering this.
  4. Links still matter. So be strategic about it.  See Link Builder Strategic Roadmap:

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Want more? Watch this from Rand about On-Page SEO in 2016: The 8 Principles for Success – Whiteboard Friday

Shot 2: HubSpot Feature/Tip of the Week

Lots of new stuff announced:


HubSpot Marketing Free:


Basically just LeadIn rebadged, but also cut down (eg only keeps 7 days of history in Free version).

Shot 3: Challenge of the Week

Emoji in podcast show notes will break iTunes parsing of the feed.

Apologies to our listeners when our last 3 episodes disappeared for a while.

Shot 4: Stat of the Week

Rand had a stat about blog post length in his session – but it was from 2015:


According to an @orbiteers survey, a typical blog post is almost 900 words – 10% longer than in 2014

SnapAgency have an update for 2017 on what the best length is for 2017:


“Size does matter, but quality matters more. When you’re writing a blog post, remember that length is secondary to the quality of your post, the structure of the article, its readability, and its engagement level. In other words, focus on how long people actually spend on your post checking out images, video, or eye-catching lists and stats.

That being said, it pays to heed the fact that people like reading long form content. If you can regularly hit 1,000-1,500 words, along with occasional 2,500 words posts, I believe your overall results will be better. 

Since prevalent stats generally indicate that 2,500 is really an ideal word count for a post in regards to search engine traffic, we’ll add this: for keywords you’ve identified as definite opportunities and that face a lot of competition, the ideal remains 2,500. “

Here’s a slightly dated chart of ideal lengths for content types:

content length guidelines

Shot 5: Opinion(s) of the Week

If you want to appear smart about marketing, just talk about bots:


Craig: I feel like Bots are this year’s snapchat. Last year I didn’t *get* snapchat, this year I do. At the moment I feel like I have no opinion about bots… I need to investigate further, deeply, quickly.

Shot 6: Pro Tip of the Week

Facebook marketing tips from Jon Loomer (again!) – an overview of the page engagement custom audiences:


Shot 7: Resource of the Week

Dharmesh lists his favourite free tools – shock, HubSpot free is on there:

November 16:


(note: he lists the Google Keyword Planner tool – which may not be as good as it used to be – see also Rand’s session)

He also lists GrowthBot – which is an interesting inclusion.

November 10:


Another reminder to be cross-posting your content on other channels. (Note to self…)

Shot 8: Updated Mobile App of the Week

Medium app just keeps getting better and better:



Shot 9: Mobile App of the Week

Craig has just read: How Not To Die – about better eating (it promotes a plant based diet):



Daily Dozen – food app for eating well



Bonus App – Chemical Maze – Shopping Companion



Shot 10: Podcast of the Week

Perpetual Traffic Podcast: https://itunes.apple.com/au/podcast/perpetual-traffic-by-digital/id1022441491?mt=2 


Shot 11: Quote of the Week

Make user experience the cornerstone of your SEO.

~ Rand Fishkin

Shot 12: Logic Puzzle of the Week

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HubShots Episode 60

Inbound 2016

Episode 59: #Inbound16 Recap, The Greatest Opportunity Ever by Gary Vaynerchuk, HubSpot Visual Workflows

Welcome to Episode 59 of HubShots!

Welcome to HubShots, the podcast for marketing managers who use HubSpot hosted by Ian Jacob from Search and Be Found and Craig Bailey from XEN Systems.

Join us in the Facebook group:


Recorded: Thursday 17 November 2016 | Published: Friday 18 November 2016

Shot 1: Inbound Thought of the Week

Inbound quick takeaways.

3 things that struck you.

Craig’s 3:

  • The SEO opportunity
  • The Facebook opportunity
  • The focus on tightly integrating sales and marketing

Ian’s 3:

  • Video
  • Facebook
  • Diversity of content – the right content type for the right audience in the right place

Discuss key value points from Gary Vaynerchuk’s keynote


  • The Facebook opportunity: B2B has a massive opportunity
  • Targeting meets design
  • How you make your money, not how much money you make
  • Your phone is your TV
  • Practical risk: we are not willing to give up ‘stuff’ to go forward
  • Self awareness – know who you are
  • Use content on all the major platforms – the vulnerability of not creating content on all the major platforms
  • Be a practitioner
  • Creative is the variable of success
  • TV budget is shifting into Digital budget
  • Influencer marketing -> target people who have more than 400 followers
  • Twitter and banner advertising is overpriced
  • We need to have more risk tolerance
  • It is an equal playing field if you are willing to be a practitioner
  • Put yourself out of business – before someone else does
  • Make long term plans
  • Go to a retirement village for 2 days: the only thing you’ll regret is the things you didn’t do
[youtube https://www.youtube.com/watch?v=DPbOjZsC_hc?rel=0&w=640&h=360]

Shot 2: HubSpot Feature/Tip of the Week

Lots of new stuff announced:


New visual workflows


Top 3 benefits:

  • If you use branching, this is fantastic
  • If you’re new to Workflows this will make learning them a lot easier
  • Fits the overall tweaked user experience throughout the product

Shot 3: Challenge of the Week

There are so many ideas, strategies and tactics that we can choose from to learn and implement.

It is easy to get overwhelmed.

We need to cultivate a Deep Work mindset here – select 3 key opportunities and work on them with focus and determination. This is a time to work really hard.

In order to choose the 3, spend 2 hours going back through everything that ‘touched’ you from the conference, list them all out, and then set priorities.

Agree on the top 3, learn deeply, and delegate everything else to later, or another team member.

Ensure you extract maximum value from the 3 items, rather than minimal value from a massive smorgasbord of items.

Align your priorities with where you plan to be in two – three years

Shot 4: Stat of the Week

Gary’s keynote had XX expletives 🙂

Shot 5: Opinion(s) of the Week

LinkedIn for B2B is a person to person strategy

LinkedIn advertising is not effective

Ian’s example of mailing a printed version of an ebook to a qualified lead

Marcus Sheridan’s views of Inbound:


“It is my personal hope that the day will come when HubSpot will realize that focusing on business, sales and marketing (getting back to their roots)—rather than diluting those waters to appeal to the masses—will actually make them more, not less, attractive to potential attendees around the globe.”

Craig’s view: Inbound is on the path to being a SXSW ‘festival’ for sales, marketing and life productivity.

HubSpot aren’t good at explaining change – eg they try to wrap things in an ‘inbound’ context

Eg we need to do advertising, but in an Inboundy way… we need to make calls, but in an Inboundy way…

Shot 6: Pro Tip of the Week


  • Define your company’s ideal buyer profile.
  • Identify your ideal qualified Leads in HubSpot.
  • Set up your lifecycle stages.
  • Define Service Level Agreements.

Highlighted tip: Use a ‘Number of employees’ field in forms

Notice that SLAs are appearing as a standard in a lot of blog posts and guides from HubSpot now.

Shot 7: Resource of the Week

Nice infographic from Larry Kim and Brian Dean about optimising your organic click through rates:


Bonus resource: A page you can check HubSpot’s real-time information on system status and security: https://status.hubspot.com/

Shot 8: Updated Mobile App of the Week

Instagram – Added tagging in the Moments stream


You should be on Instagram if for no other reason than to see how businesses are experimenting with advertising there – I’m seeing a lot of B2B ads on Instagram lately eg:

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Shot 9: Mobile App of the Week


Shot 10: Podcast of the Week

Moby’s Inbound Popups – four of them:



Shot 11: Quote of the Week

“If you’re not marketing on social media, you might as well be marketing inside a trash can”

  • Brian Halligan


[youtube https://www.youtube.com/watch?v=dnfwckhZiLc?rel=0&w=640&h=360]

Shot 12: Popup of the Week

Size matters:

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HubShots Episode 59

Inbound 2016

Episode 58: #Inbound16, HubSpot Academy Updates, Finding your Twitter voice, Content that gets shared

Welcome to Episode 58 of HubShots!

Welcome to HubShots, the podcast for marketing managers who use HubSpot hosted by Ian Jacob from Search and Be Found and Craig Bailey from XEN Systems.

Recorded: Monday 07 November 2016 | Published: Saturday 12 November 2016

Welcome to the Election Episode

Shot 1: Inbound Thought of the Week

http://inboundcountdown.com – less than 14 hours left!  

Looking forward to Charles Duhigg – just read his book The Power of Habit – tons of interesting insights into how people can reset their habits for better productivity and achievement.

Join the HubShots Facebook Group:


We had a bit of an early taste – visiting the HubSpot offices this morning, running into Luke Summerfield, Bertie, Mo, Varun, Brent, Ryan, Kat, Angus, Madison

Shot 2: HubSpot Feature/Tip of the Week

HubSpot’s new learning centre – for managing all your certifications

Another reminder to do the training – so much good content.

Takeaway: never say things along the way about talking about the releases.

Shot 3: Challenge of the Week

How Slack uses Twitter:


Document a process for how you ‘speak’ on each of your company channels.

Shot 4: Stat of the Week

INBOUND is sold out!  I heard from a birdy that there is around 20,000 people attending this year!

Shot 5: Opinion of the Week

A contrarian, but I think accurate, look at how Google is destroying the search ecosystem:


Shot 6: Pro Tip of the Week

What types of content get shared:


Our research identified five content types that have the potential to achieve both high numbers of shares and high numbers of domain links. These are:

  1. Authoritative content that answers popular questions, such as ‘what is ..?’
  2. Strong opinion posts and political posts
  3. Content that provides original research and insights
  4. Content that leverages a trending topic but that also provides practical insights
  5. Authoritative news content on new products or developments

Shot 7: Resource of the Week

Lead scoring and nurturing:


Although it covers a different product – Drip – the approaches he goes through are well worth reviewing.

Particularly understanding lead nurturing versus customer nurturing, and also the different types of nurturing that apply to early startup companies versus established companies.

Shot 8: Updated Mobile App of the Week

Some updates to the HubSpot all in one mobile app for iOS


What’s New in Version 2.5.1

– New GrowthBot widget, the chatbot for marketing and sales

– You can now send tracked email from the app

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Shot 9: Mobile App of the Week

Life Cycle



Life Cycle automatically tracks your time and maps your life.  Best part is it uses only 1% of your battery.

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Shot 10: Podcast of the Week

HubnSpoke by the team at The Kingdom:


Adam Steinhardt and Zaahn Johnson

Shot 11: Quote of the Week

Directly from the new HubSpot office in Boston.

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Success is making those who believed in you look brilliant.

~ Dharmesh Shah

HubShots Episode 58

Inbound 2016

HubShots Episode 57: Inbound is here, HotJar Integration, Video Ultra-engagement, User generated content versus Stock images, Business communication preferences

Welcome to Episode 57 of HubShots!

Welcome to HubShots, the podcast for marketing managers who use HubSpot hosted by Ian Jacob from Search and Be Found and Craig Bailey from XEN Systems.

Recorded: Monday 31 October 2016 | Published: Thursday 03 November 2016

Welcome to the Halloween Episode

Shot 1: Inbound Thought of the Week

http://inboundcountdown.com – 8 days left!  

We’ll be in the air when this episode goes live.

New speaker announcements: Charles Duhigg



Charles Duhigg’s The Power of Habit: Why We Do What We Do in Life and Business has spent over a year on the New York Times bestseller list.

Join the HubShots Facebook Group:


Shot 2: HubSpot Feature/Tip of the Week


[HubSpot Connect] – Hotjar Integration

Hotjar is a website analytics and engagement software for marketers and product folks. With the addition of one line of Hotjar code to your website, users get access to heatmaps, screen recordings, visitor polls and more. When the integrations is active, information gathered from Hotjar polls is added to the contact timeline of leads in HubSpot. This allows marketers to gain a deeper understanding of visitor and customer feedback by mapping your Hotjar Poll responses to your HubSpot contact records.

If you want to signup for Hotjar you can here > https://www.hotjar.com/r/rbf91 – we might get a T-shirt  from Hotjar 🙂

Tip: make sure you include HotJar events in the timeline filter in HubSpot:

hotjar timeline

Shot 3: Challenge of the Week

Trying to decide on which sessions to attend!

Shot 4: Stat of the Week



Half of 18-34 year olds would drop whatever they are doing to watch a new video by their favourite creator!

This is how powerful video can be – as part of your audience building plan.

Shot 5: Opinion of the Week

Strategising your lead generation


From Larisa at Waypost Marketing

The 2 most important criteria for leads you should be looking for are:

  • Closing potential — Determine how easy will the lead convert into a customer.
  • Revenue potential — Determine the revenue that will be generated from the lead over a lifetime or the time period of your contract.

Then goes on to discuss what ‘quality’ looks like

Shot 6: Pro Tip of the Week

Another call to ‘test and measure’:


Running a series of ecommerce product page tests, testing user generated images with stock photos: in 3 out of 4 tests the UGC won (by a large margin).

Example: the one of the left had a 3X conversion rate

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Shot 7: State of Inbound Item of the Week


Pg.57 How do you prefer to communicate for business purposes?

HubSpot State of Inbound Report 2016 pdf  page 57 of 64

In Australia there seems to be a high proportion of email, face-to-face and phone.  This is not far from what we have seen when talking to people at HubSpot.

HubSpot State of Inbound Report 2016 pdf  page 58 of 64

Would love to know what is in the ‘Other’ category!

Shot 8: Resource of the Week


Interesting perspectives on how artificial intelligence is helping with marketing – especially with natural language generation.

From Paul Roetzer and the PR 20/20 team


Nice work by Mike King (iPullRank)

An example of an awesome article that is so long that I haven’t read it all, but will gladly share it! 🙂

If you like reading about things that refer to 304 response codes, then this is the article for you.

Shot 9: Mobile App of the Week

HubSpot’s new all in one mobile app for iOS


Notification Center   HubSpot

With widgets!

Shot 10: App of the Week

Facebook Groups App


See all of your Facebook groups in one place!

Join our Group and stay in touch > https://www.facebook.com/groups/1608138752821574/ 

Shot 11: Quote of the Week

“Champions don’t do extraordinary things. They do ordinary things, but they do them without thinking, too fast for the other team to react. They follow the habits they’ve learned.”

– Tony Dungy as quoted by Charles Duhigg in The Power of Habit

Inbound Bonus:

“Change might not be fast and it isn’t always easy. But with time and effort, almost any habit can be reshaped.”

– Charles Duhigg

HubShots Episode 57