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Monthly Archives: January 2017

Marketing

Episode 69: HubSpot Ads Add-on is Finally Worth Using

Welcome to the Late Show!

Welcome to Episode 69 of HubShots!

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

Join our WhatsApp group here: http://hubshots.com/whatsapp/

Join the Facebook group here: https://www.facebook.com/groups/1608138752821574/

Recorded: Wednesday 25 January 2017 | Published: Friday 27 January 2017

Shot 1: Inbound Thought of the Week

Nancy Harhut “10 Human Behavior Hacks That Will Change the Way You Create Email”

http://content.inbound.com/content/10-human-behavior-hacks-that-will-change-the-way-you-create-email-2016

nancy harhut 10 human behavior hacks that will change the way you create email 47 638nancy harhut 10 human behavior hacks that will change the way you create email 62 638

//www.slideshare.net/slideshow/embed_code/key/DpgPrCddwnI1b0

Shot 2: HubSpot Marketing Feature of the Week

HubSpot Ads Add-on Is Updated and Awesome

Facebook Ads

https://blog.hubspot.com/customers/facebook-ads-integration

It’s really good. And a big improvement on the original release – which Craig gave the big thumbs down to back in episode 5: https://hubshots.com/episode-5/

Pros:

  • Main usage is reporting
  • Lead Ads integration (supports Lead Forms)
  • ROI calculation can be based on Deal size ie real dollar numbers, not estimates

Cons:

  • Not good for creating, or managing in detail
  • Some issues with LinkedIn integration if you manage multiple LI ad accounts

hubspot ads addon roi

Next feature we’d like to see: syncing Saved audiences based on HubSpot lists…

Action item: Start the 14 day trial, connect your accounts and view the stats. If they are helpful to you, consider purchasing.

Shot 3: HubSpot Sales Feature of the Week

Sales Tools > Prospects

Great to see who is visiting your site and if you can identify the company and keep a track

https://knowledge.hubspot.com/articles/kcs_article/prospects/what-is-the-best-way-to-use-the-prospects-tool

Craig’s wishlist: be able to filter prospects by pages visited

Shot 4: Cafe Consulting Review

We had our first Cafe Consulting session today – went really well.

Book in 30 minutes with us on 08 March in Sydney to discuss any HubSpot feature or topic. Book here:

https://hubshots.com/cafe-consulting/

Shot 5: Opinion of the Week

Don’t create obviously fake scarcity:

http://www.craigbailey.net/youre-on-the-waitlist/

Kipp Bodnar on building marketing teams for growth:

https://thinkgrowth.org/structure-your-marketing-team-for-growth-86325b0c925c#.cddbadid2

“The goal isn’t to find a perfect org structure. Instead, find a structure that is right for right now, one that reflects what you are currently prioritizing — and deprioritizing — and sets you up to leverage your current growth opportunities.”

Key point: Org structures are fluid and serve a purpose, rather than fitting a text book approach.

Shot 6: Podcast of the Week

The Daily Hub with Samantha Alford:

https://inboundaddons.com/category/thedailyhub/

Interview style, where she interviews key marketers – each day with a new episode!

Shot 7: Resource of the Week

Following on from last week and Ryan Bonnici’s session at Inboud, one of his hacks was around snippets in Google. Here’s a Moz guide to analysing how to get your content ‘snippet optimised’:

https://moz.com/blog/what-we-learned-analyzing-featured-snippets

Key point: you can learn a lot by simply analysing what the current snippets are… sounds obvious, but is totally actionable

Shot 8: Quote of the Week

Give people what they want and they will like you for now. Give people what the need and they will value you forever.

~ Simon Sinek

‏@simonsinek

Shot 9: Bogus Tip of the Week

Get people to do your FB updates

https://www.craigbailey.net/mark-zuckerberg-avoids-facebook-timesuck/

Shot 10: Bonus Links of the Week

Other stuff we’ve been reading and recommend, but had to cut from the show:

http://www.smartinsights.com/ecommerce/web-personalisation/new-report-shows-importance-content-personalisation/

http://www.smartinsights.com/advice/digital-marketing-megatrends/ (requires free sign up as a Basic member)

https://www.bloomberg.com/news/articles/2017-01-18/this-team-runs-mark-zuckerberg-s-facebook-page

http://www.outbrain.com/blog/artificial-intelligence-content-marketing-2

https://ahrefs.com/blog/asking-for-tweets/

https://klientboost.com/ppc/facebook-custom-audience/

Some of Craig’s reading:

https://getpocket.com/@craigbailey

Craig’ book recommendations

Disrupted by Dan Lyons – book review coming in the next few weeks

Please rate and leave us some feedback as this helps us.

Book in for Cafe Consulting here:

https://hubshots.com/cafe-consulting/

HubShots Episode 69

Time for your next shot

Episode 68: Content Marketing Hacks, Smart Content, CRM Views

Welcome to Episode 68 of HubShots!

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

Join our WhatsApp group here: http://hubshots.com/whatsapp/

Join the Facebook group here: https://www.facebook.com/groups/1608138752821574/

Book in 15 minutes with us on 25 January in Sydney to discuss any HubSpot feature or topic. Book here: https://hubshots.com/cafe-consulting/

Recorded: Tuesday 17  January 2017 | Published: Thursday 19 January 2017

Shot 1: Inbound Thought of the Week

Top 5 Content Marketing Hacks by Ryan Bonnici

You’ll learn how to: – Boost traffic by 3x using content – Increase your lead conversions by 500% – Nurture, sell, and upsell to grow your business

http://content.inbound.com/content/top-5-content-marketing-hacks

3 takeaways:

  1. Have great “HUB” Content Pages.  They are in depth/pillar pieces of content that aim to educate people, look at the video about 21.00 to see what I am talking about.
  2. Importance of headlines and leveraging the curiosity gap. Watch it here.
  3. Google snippets. Watch it here. Here are 2 pro tips to go with it:

INBOUND 2016 Ryan Bonnici Top 5 Content Marketing Hacks YouTube

See also: https://moz.com/blog/what-we-learned-analyzing-featured-snippets

And have a listen to our interview with Ryan last year: https://hubshots.com/episode-21/

Shot 2: HubSpot Marketing Feature of the Week

Using Smart Content – Relationship-driven Marketing

Smart content is content that is intelligently personalized to your customer’s needs.  With Smart Content you can deliver content specifically tailored to where a prospect is in the buying process, or content targeted to people the very first time they visit. Smart Content lets you target content based on anything you know about your contacts.

Why implement smart content?

HubSpot looked at the data for more than 93,000 calls to action over a 12 month period. What they found was calls-to-action targeted to the user performed 42% better than calls to action that were generic.

Get started here > https://knowledge.hubspot.com/smart-content-user-guide/how-to-get-started-with-smart-content

When not to use it: https://knowledge.hubspot.com/articles/kcs_article/cos-general/can-i-use-smart-content-on-a-thank-you-page

Shot 3: HubSpot Sales Feature of the Week

Creating custom views in the CRM for prospecting

https://knowledge.hubspot.com/articles/kcs_article/contacts/creating-custom-views-for-prospecting

An example of an advanced view:

Sales reps just want to know who they should be talking to today. The view below is an example view that a sales rep could create to see which Contacts they should talk to.

For this sample view, we only want to see contacts that:

  1. Are Leads in your CRM
  2. Are owned by your user
  3. Haven’t been contacted in the last week
  4. Have been contacted less than two times already
  5. Do not have any deals already associated with them

Shot 4: Creative Top 10 of the Week

Top 10 Ideas – for training our creative muscles.

This week: One of Ian’s customers is a car dealership. What’s 10 ideas for driving more people to the dealership?

I’m assuming all the usual promotion channels are in place (newspaper adverts, AdWords, general Facebook promotion, sponsorships, shopping centre displays, sales), so these are new ideas to test:

Targeting the decision phase buyer

  1. Facebook interest targeting (eg car loan) promoting dealership
  2. Candid video series of the dealership team explaining a new feature & services
  3. Instagram video updates with the videos
  4. Informational blog posts discussing general topics eg news about diesel emissions measurements
  5. Discussion around future topics eg driverless cars
  6. Participating and offering value (not promotion) in automotive forums
  7. Uber partnering for a day  eg kitten delivery day
  8. Test drive drone day, with sharing of videos on channels
  9. Defensive driving for women courses
  10. Deliveroo partnering
  11. Bonus: film multimillion dollar commercial and spend millions on prime time TV… NOT

Cafe Consulting

Book in 15 minutes with us on 25 January in Sydney to discuss any HubSpot feature or topic. Book here:

https://hubshots.com/cafe-consulting/

Shot 5: Podcast of the Week

A new monthly video series where Daniel Pink and special guests will solve your biggest sales challenges.

Signup here > https://www.hubspot.com/sell-like-a-human?utm_campaign=HubShots-The_Downunder_HubSpot_Podcast_for_marketing_managers_and_sales_teams_that_use_HubSpot_or_are_considering_using_HubSpot&utm_source=HubShots.com&utm_medium=web

Click the Keep Me Updated button (not the Subscribe)

Shot 6: Resource of the Week

https://blog.hubspot.com/customers/smart-content-on-your-hubspot-website (Part 2)

https://blog.hubspot.com/customers/smart-content-website-redesign-on-hubspot-cos

Shot 7: Quote of the Week

Human beings are natural mimickers. The more you’re conscious of the other side’s posture, mannerisms, and word choices – and the more you subtly reflect those back – the more accurate you’ll be at taking their perspective.

~ Daniel H. Pink

Shot 8: Bonus Links of the Week

Other stuff we’ve been reading and recommend, but had to cut from the show:

https://blog.hubspot.com/marketing/social-media-predictions-2017

https://thinkgrowth.org/traditional-pr-is-broken-66797ef624ca#.c0f96mdsa

https://legalvision.com.au/can-send-marketing-emails-people-ive-received-business-cards/

http://www.businessinsider.com.au/futurist-predicts-online-school-largest-online-company-2016-12?r=US&IR=T

https://contently.com/strategist/2017/01/12/facebook-era-mobile-video/

Some of Craig’s reading:

https://getpocket.com/@craigbailey

Craig’ book recommendations

Disrupted by Dan Lyons – book review coming in the next few weeks

Please rate and leave us some feedback as this helps us.

Book in for Cafe Consulting here:

https://hubshots.com/cafe-consulting/
Episode 68

Listening

Episode 67: Insane HubSpot Tweaks That Will Make You Blush

Welcome to Episode 67 of HubShots!

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

Join our WhatsApp group here: http://hubshots.com/whatsapp/

Join the Facebook group here: https://www.facebook.com/groups/1608138752821574/

Recorded: Monday 09 January 2017 | Published: Thursday 12 January 2017

Shot 1: Inbound Thought of the Week

The episode title came from: https://www.portent.com/tools/title-maker

Be a practitioner – moving to making mandatory training for our customers as part of our monthly reporting and review. As part of our catchup meeting I train them on one thing, whether it’s analytics or HubSpot or Facebook, etc. For example, I might show them how to use the Keyword tool so they can track their rankings.

Start your training here > http://academy.hubspot.com/

Shot 2: HubSpot Marketing Feature of the Week

You can now add social metrics to your HubSpot dashboards, putting your social media data side-by-side with your other key marketing metrics.

You’ll see four brand new report templates that can be added to your dashboard in a single click:

  1. Social clicks.Tracks the total number of clicks on the links in your social messages, summed across channels.
  2. Social clicks by channel. Shows you which specific accounts are sparking your social media success.
  3. Social interactions. Aggregates the number of engagements across your social networks (see below for more details on how interactions are defined).
  4. Social interactions by channel. Shows which specific accounts are driving the most engagement.

hubshot social click widget

Action item: Use this to check which social channels are driving clicks. Craig was surprised to find that Google+ was driving tons more clicks than other channels!

Shot 3: HubSpot Sales Feature of the Week

Meetings – creating personal meeting links that include customising:

  • Time available
  • Buffer time
  • Time in advance
  • Number of weeks in future to book

Saves Ian a lot of time organising meetings with clients and prospects.

To learn more about it: https://www.hubspot.com/products/sales/schedule-meeting

Cafe Consulting

Book in 15 minutes with us on 25 January in Sydney to discuss any HubSpot feature or topic. Book here:

https://app.hubspot.com/meetings/ianjacob/hubshots-cafe-consulting-25-jan-2017

Tip for making time available on a particular day – create a custom meeting link, and then block out times in the upcoming weeks.

Shot 4: Opinion of the Week

Putting a price on user experience

Comparing HubSpot CRM with Zoho CRM.

HubSpot CRM is so nice to use. A customer is moving to Zoho CRM (for the reporting features), but even they’ve lamented that they really like the HubSpot user interface better.

In HubSpot CRM the focus is on the timeline – don’t see this in many other CRMs. It makes engagement the key.

Shot 5: Creative Top 10 of the Week

Top 10 Ideas – for training our creative muscles.

This week: One of Craig’s customers is a corporate catering company in Sydney. What’s 10 ideas for driving more traffic?

  1. Share preparation of food on Instagram & Pinterest
  2. Target venues that don’t have catering included in their offering
  3. Tag and share suppliers pictures and posts so they can broaden their reach
  4. Create content specific to areas of corporate catering that they are not targeting
  5. Have a corporate catering night for event planners to experience their food & service
  6. Use facebook to reach businesses (Admin Staff/Executive Assistants/Assistants/Event Planners)
  7. Segment & email their past customers who are regulars and those who have only purchased once
  8. Use similar audiences in Google and Facebook to reach new prospective customers
  9. Partner with a celebrity chef to promote their brand and reach online and offline
  10. Find social influencers to reach new audiences
  11. Go after larger contracts for large venues

Shot 6: Podcast of the Week

Was listening to the HubCast where Marcus Sheridan goes through some of his predictions for 2017:

https://www.thesaleslion.com/hubcast-121-2017-predictions-for-live-video-marketing-social-media/

George and Marcus riff on some of the predictions from this post:

http://www.convinceandconvert.com/content-marketing/content-marketing-predictions-for-2017/

Shot 7: Resource of the Week

We use this blog post headline analyzer to score our overall headline quality and rate its ability to result in social shares, increased traffic, and SEO value.

http://coschedule.com/headline-analyzer

Shot 8: Quote of the Week

“Your focus should include creating communities outside of your site for people to connect with you, your products, and others within the community. Ultimately, this “outside” focus will drive people back to your site.”

  • Brian Halligan

Shot 9: Bonus Links of the Week

Other stuff we’ve been reading and recommend, but had to cut from the show:

http://content.inbound.com/content/top-5-content-marketing-hacks  <= Ryan Bonnici

https://thinkgrowth.org/how-i-built-a-100m-sales-channel-by-challenging-the-status-quo-e82000e9179d

http://unbounce.com/campaign-strategy/influencer-outreach-5-pro-tips-for-success/

https://conversionxl.com/perceived-value/

Some of Craig’s reading:

https://getpocket.com/@craigbailey

Craig’ book recommendations

Peak by Anders Ericsson: http://peakthebook.com/index.html

Please rate and leave us some feedback as this helps us.

Book in for Cafe Consulting here:

https://app.hubspot.com/meetings/ianjacob/hubshots-cafe-consulting-25-jan-2017

HubShots Episode 67

Get your podcast

Episode 66: Deliberate Practice for Marketers

Welcome to Episode 66 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 our WhatsApp group here: https://hubshots.com/whatsapp/ 

Join the Facebook group here: https://www.facebook.com/groups/1608138752821574/ 

Recorded: Thursday 05 January 2017 | Published: Saturday 07 January 2017

Shot 1: Inbound Thought of the Week

Prediction free zone until February!

Thinking through Deliberate Practice

Craig has been reading books on peak performance and improving productivity.

One of the topics that comes up is the concept of ‘deliberate practice’. But the idea is usually tied to musicians or athletes. It’s often hard to relate to marketing.

How can a marketing manage ‘practice’ marketing to get better at what they do?

Some thoughts:

  • Be inquisitive, read what industry experts are saying (check out our links at the end)
  • Learn about the technology: consider certifications and be a practitioner
  • Test and measure
  • Write more: posts, sales pages, ads
  • Work hard at your creativity

Being creative is hard work. Examples:

  • Write down 10 creative ideas now for new audiences you can target for your current products.
  • Write down 10 new creative ideas for problems your current product/service can solve.

Be a practitioner – you need to be using HubSpot and be current with certifications.

The marketing experts of 2017 will combine:

Analytics + Creative + Implementation

Action item: Write down 10 creative ideas for X

Shot 2: HubSpot Marketing Feature of the Week

A/B Testing

A/B testing of landing pages and emails (in addition to CTAs)

Here is a https://knowledge.hubspot.com/landing-page-user-guide-v2/how-to-ab-test-landing-pages 

Now part of HubSpot Pro (seems to have been added in November)

Love that you can change everything in a variation (including template, page title, even the form that is used)

Shot 3: HubSpot Sales Feature of the Week

Use Email Templates

Have a consistent and effective way you/sales communicate with people.  Make your repetitive sales emails into templates you can access inside your inbox and share with your team.

https://knowledge.hubspot.com/articles/kcs_article/sales-templates/how-do-i-create-an-email-template-in-hubspot-crm 

This alone will buy you back some valuable time!

Shot 4: Opinion of the Week

Brian Halligan on Marketing in 2017:

https://thinkgrowth.org/4-things-marketers-should-do-in-2017-18c37a1d6d21#.ip9c6rhu9

paid ads timeline

The ‘second act’ of inbound marketing.

Here are the four things Brian thinks every marketer should do next year:

  1. Invest in video. Diversify your content playbook to include social + video in addition to text + search.
  2. Live in social. We’re not B2B or B2C marketers — we’re business to human marketers. Humans live in Snapchat, Instagram, Messenger, and a host of other social apps. Find them there.
  3. Accelerate your content. Combine content marketing and paid marketing. Repurpose your most successful content for multiple channels and boost it with budget.
  4. Automate your buying process. Buyers expect to be able to buy on their timeline with either minimal or no human contact.

Shot 5: Creative Idea of the Week

Given that video is growing (and recommended by just about everyone), what are some video ideas you can consider for your business?

Ian’s thoughts: Go back to your persona and figure out where they are in the buying journey and what kind of video would be required.  I can relate this to recently buying a car for the family and all the research and information gathering I did.  What I enjoyed most was listening to a Mazda engineer talk about the car and WHY they did certain things.  Made me understand some of the decisions they made that may not on the surface seem obvious.

Here is the video Ian was talking about:

Craig’s thoughts: Remember utility versus entertainment – work out which response you are aiming for.

For Technology companies you can provide screencasts of using features, meeting the team building the product, etc. For Catering companies you can provide examples of your food and events, people enjoying it – it’s a simple extension from your photo (think Instagram) process to move to video.

Review anything you’ve previously photographed as a social update and consider whether a video extension of it would provide value (or entertainment).

Shot 6: Podcast of the Week

Content Sells episode 45: Suzi Dafnis and Michelle Falzon

https://herbusiness.com/podcast/45-content-marketing-trends-for-2017-with-joe-pulizzi/

Interview with Joe Pulizzi discussing the latest content marketing trends

Shot 7: Resource of the Week

CMI’s Australian Content Marketing Research:

http://contentmarketinginstitute.com/2016/11/australian-content-marketers-research/ 

Shot 8: Quote of the Week

“Doing the right thing is always the right thing”

  • Gary Vaynerchuk

Shot 9: Bonus Links of the Week

Other stuff we’ve been reading and recommend, but had to cut from the show:

https://blog.markgrowth.com/facebook-ads-are-far-less-viewable-than-expected-df869b7cac7f 

https://moz.com/blog/seo-and-digital-trends-in-2017

http://www.annhandley.com/2017/01/02/content-marketing-trends-and-assumptions/ 

http://blogs.microsoft.com/next/2016/12/05/17-17-microsoft-researchers-expect-2017-2027/

Some of Craig’s reading:

https://getpocket.com/@craigbailey 

Craig’ book recommendations

Deep Work by Cal Newport: http://calnewport.com/books/deep-work/ 

Grit by Angela Duckworth: https://angeladuckworth.com/grit-book/ 

Growth Mindset by Carol Dweck: http://mindsetonline.com/thebook/buythebook/index.html 

HubShots Episode 66

Listening

Episode 65: Marketing and Sales are BFFs, HubSpot Tips of the Year, Our Favourite Apps of 2016

Welcome to Episode 65 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: Thursday 22 December 2016 | Published: Friday 06 January 2017

Shot 1: Inbound Thought of the Year

Marketing & Sales will now and for evermore be tightly knit together in the world of inbound marketing!

http://content.inbound.com/content/brian-halligan-and-dharmesh-shah-keynote 

Even amongst the small sample size of our customers we can see that companies with sales and marketing teams that work closely together are much more effective and successful.

See Episode 23: Sales Enablement with Rosalia Cefalu: https://hubshots.com/episode-23/ 

Shot 2: HubSpot Feature/Tip of the Year

  1. Most actionable: Page Performance https://www.hubspot.com/product-updates/a-refreshed-look-for-page-performance
  2. Outlier feature: Conversions – credit for conversions is given to the last blog post somebody visited by this author before they converted into a subscriber or new contact. https://www.hubspot.com/product-updates/see-which-authors-are-driving-conversions

Shot 2.1: HubSpot Feature Update of the Week

Updates in Email Unsubscribe Process – HubSpot have adjusted the unsubscribe process by adding a confirmation step for email recipients. See more about it here:

https://www.hubspot.com/product-updates/updates-in-email-unsubscribe-process

Action: Go and check your email unsubscribe/update process.  You will notice most people forget this and when you get to the page it is not looking like the rest of your site and has an option to unsubscribe from the Default HubSpot Blog!

Shot 2.2: HubSpot Feature Nuance of the Week

Lead Flow triggering:

You can have multiple Lead Flows per page, but not the following:

  • If they have the same trigger type (slide-in, popup, dropdown) then the most recently created will get preference
  • But if different trigger types, they will all fire
  • Yes, you can have a slide, dropdown and popup all fire
  • You can’t have a left slide-in and a right slide-in

Shot 3: Pro Tip (Reminder) of the Year

Check out Quick Answers – Responses to frequently asked HubSpot questions: http://academy.hubspot.com/quick-answers 

Shot 4: Opinion of the Year

Facebook is ideal for B2B marketing.

http://www.craigbailey.net/never-use-facebook-b2b-myth/ 

Shot 5: HubShots Resource of the Year

HubSpot Academy > http://academy.hubspot.com/ 

This is the big differentiator!

Shot 6: Apps of the Year

Craig’s top 3:

  1. Medium: interesting content – https://medium.com/ 
  2. Overcast: Podcast app on iOS – https://overcast.fm/ 
  3. NewsBlur: RSS reader (because Craig is old school) – https://newsblur.com/ 

Not on Craig’s list: the new HubSpot app – Craig is sad that the new app provides less utility than the old one [sad face]

Mine turned out to be content consumption apps

Ian’s top 3:

  1. Feedly: for content – The content you need to accelerate your research, marketing, and sales. – https://feedly.com
  2. Overcast: Podcast app on iOS – https://overcast.fm/ 
  1. Evernote: to capture all my ideas – https://evernote.com/

Shot 6: Quote of the Year

“Solve for the problem”

  • Kipp Bodnar

HubShots Episode 65