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Monthly Archives: March 2017

Take your marketing forward

Episode 78: Collected Forms in HubSpot Marketing Free, HubSpot Sales Calls, Cool Marketing Examples

Welcome to Episode 78 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/

We’re also testing a new Facebook Messenger HubShots Room: https://www.messenger.com/t/1099519836821248

https://m.me/g/AbYPyswc4gtK5d5c

HubShots Facebook Chatbot: http://m.me/HubShotsPodcast

Recorded: Wednesday 29 March 2017 | Published: Friday 31 March 2017

Shot 1: Inbound Thought of the Week

The Search Opportunity

https://moz.com/blog/state-of-searcher-behavior-revealed

#8: What percent of clicks on Google search results go to image blocks?

Images are one of the big shockers of this report overall (more on that later). While MozCast has image blocks in ~11% of Google results, Jumpshot’s data shows images earn 3% of all Google search clicks.

Action item: If you’re wondering why your perfectly optimized image isn’t ranking as well in Google Images as you hoped, we’ve got strong suspicions and some case studies suggesting it might be because your visual doesn’t draw the eye and the click the way others do.

Shot 2: HubSpot Marketing Feature of the Week

A look at HubSpot Marketing Free

Collected Forms tool

https://knowledge.hubspot.com/articles/kcs_article/collected-forms/how-do-i-use-collected-forms

Even if your web site currently has other forms on it, the HubSpot Collected Forms can ‘listen’ for form submits and record them.

Natively supports sending to MailChimp for sending follow up emails.

You can also use Zapier to push contacts into other platforms.

Shot 3: HubSpot Marketing Tip of the Week

If you use HubSpot forms on non-HubSpot sites eg WordPress, you can use the Forms listing to view their conversion rates: Contacts -> Forms

Shot 4: HubSpot Sales Feature of the Week

Making and logging calls

https://www.hubspot.com/products/sales/click-to-call

The HubSpot app is a great way to use it however you do not get the option to add the call disposition / outcome!  So be aware of that.

Here’s how to set up calling:

https://knowledge.hubspot.com/calling-user-guide

HubSpot as an integrated tool is pretty compelling, the only thing they are missing is a strong Chat bot tool – something like Drift’s Lead Bot: https://www.drift.com/leadbot/  – will be interesting to see what they deliver when Messages is released: https://www.hubspot.com/products/messages-beta (still waiting for our Beta access)

I wonder if HubSpot will buy Drift?

Shot 5: Cool Marketing Example of the Week

The coughing billboard:

https://omgfacts.com/this-anti-smoking-ad-shames-smokers-in-the-most-brutal-way-58e7e56bce06

Shot 6: Opinion of the Week

The end of smartphone innovation by Benedict Evans:

http://ben-evans.com/benedictevans/2017/3/22/the-end-of-smartphone-innovation

“…This means that the questions change. We don’t ask ‘will this work?’ or ‘who will win?’ – Apple and Google won (Google only outside China, of course), and their victory is now complete, just as Microsoft’s was in 1995. Rather, we ask what can we do now that there are 2.5bn people with a smartphone, growing to 5bn in a few years.

Consider how the quantity of attention is going to grow over the next few years, and how you can ‘follow the attention’.

Shot 7: Creative Top 10 of the Week

Craig’s challenge to Ian:

Think of 10 ways to educate senior management on the benefits of Inbound Marketing

  1. Do roleplay exercises with them that demonstrate inbound vs outbound
  2. Give them case studies that show the ROI of doing inbound
  3. 23 Reasons Inbound Marketing Trumps Outbound Marketing [Infographic] https://blog.hubspot.com/blog/tabid/6307/bid/28330/23-Reasons-Inbound-Marketing-Trumps-Outbound-Marketing-Infographic.aspx#sm.0000hk2jv71ef1erlupvxs2v2k805
  4. Get them to do the inbound certification > http://certification.hubspot.com/inbound-certification
  5. Show them that when sales and marketing teams align what the possible results are?
  6. Get them to visit and talk to organisational heads that have implemented inbound marketing.
  7. Talk about changing user behaviours and how that affects they way people buy and consume content
  8. Observe and document how they buy and communicate with others and highlight to them the similarities of their behaviour with buyers they are looking for.
  9. Show the HubSpot timeline for the journey of a prospective customer.
  10. Show them path length interactions in GA so they can see how people convert.

Reflection from a previous top 10 about sending an item minus the controls!IMG 3258

From one of our customers: your concept of sending an R/C item without the control seemed like a good one to me. But now, as I stand on the other side of that proposition, I fundamentally disagree. 😜

Shot 8: Podcast of the Week

Episode 176 of This Old Marketing podcast

http://contentmarketinginstitute.com/pnr-with-this-old-marketing-podcast/

Joe Pulizzi and Robert Rose discuss new media content models eg Medium offering a membership (ahem donation) option:

http://pnrmarketing.cmi.libsynpro.com/pnr-176-ae-creates-content-blueprint-for-brands

Shot 9: Resource of the Week

How to take advantage of the long tail

“…So roughly around 40% of all searches are coming from billions of long-tail keywords that have less than 50 searches per month.”

https://ahrefs.com/blog/long-tail-keywords-research/

Insight: your best posts and pages will each rank for possibly hundreds of long tail terms… consider how you optimise your web pages.

Shot 10: Quote of the Week

“Educate before you convert and find ways to filter for not right customers.”

  • Rand Fishkin, Co-Founder of MOZ

Shot 11: Random Thought of the Week

Some amusing ways to ‘apologise’ for not responding sooner:

http://www.newyorker.com/humor/daily-shouts/sorry-for-the-delayed-response

Eg:

Sorry for the delay! I put off answering your e-mail until I had an even more tedious task that I wanted to avoid. Thanks!

Shot 12: Bonus Links of the Week

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

https://www.getcredo.com/fresh-content-seo/

https://www.theatlantic.com/technology/archive/2017/03/aristotle-computer/518697/

https://www.simoahava.com/analytics/100-google-tag-manager-learnings/

https://www.wordfence.com/blog/2017/03/chrome-secure/

https://medium.freecodecamp.com/how-to-set-up-a-vpn-in-5-minutes-for-free-and-why-you-urgently-need-one-d5cdba361907

Tool to investigate:

https://www.omnicalculator.com/

Some of Craig’s reading:

https://getpocket.com/@craigbailey

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

HubShots Episode 78

Google Search Behaviour

Episode 77: HubSpot Social Tools, AI Powered Marketing, Real Time Google Trends

Welcome to Episode 77 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/

We’re also testing a new Facebook Messenger HubShots Room: https://www.messenger.com/t/1099519836821248

https://m.me/g/AbYPyswc4gtK5d5c

HubShots Facebook Chatbot: http://m.me/HubShotsPodcast

Recorded: Monday 20 March 2017 | Published: Friday 31 March 2017

Shot 1: Inbound Thought of the Week

The Search Opportunity

https://moz.com/blog/state-of-searcher-behavior-revealed

#6: What percent of clicks on Google search results go to Maps/local listings?

This is not measuring searches and clicks that start directly from maps.google.com or from the Google Maps app on a mobile device. We’re talking here only about Google.com searches that result in a click on Google Maps. That number is 0.9% of Google search clicks, just under 1 in 100. We know from MozCast that local packs show up in ~15% of queries (though that may be biased by MozCast’s keyword corpus).

Action: Check your Google Business Listing is showing on Google Maps so when people search you are found.  Also look at getting reviews on those specific business pages.  More so if you have multiple business locations.

Shot 2: HubSpot Marketing Tip of the Week

HubSpot Social tools

Quick tips – get instant email notifications of Twitter brand mentions.

Go to Social > Monitoring

Add a new stream based on your brand name and handle

Set the ‘Notify me of matches via’ to send an immediate email:

xen hubspot social

While you are in the Social section, check out some of the Reports – they can be quite helpful in identifying good channels eg:

xen hubspot social report

There is an update to the social setting & compose tools coming soon.  We cannot wait to test them Markus (@Marcus_Andrews)

Shot 3: Redacted

Redacted

Shot 4: HubSpot Sales Feature of the Week

Email Scheduling

Schedule emails to send at times your leads & customers  will actually read them.

Meeting Next Wednesday ian jacob searchandbefound com au Search Be Found Mail

Similar to Boomerang for Gmail.  Great for when you want to get through a lot of responses and not bombard people.

Update from Sequences.  Looks like if you have communication with the person that terminates the sequence regardless if they have not opened the email.

Shot 5: Sydney HUG Reminder of the Week

BTW Sydney HUG coming up on 30 March 2017:

https://www.linkedin.com/groups/6501165

Shot 6: Opinion of the Week

The switch to AI powered SEM campaign management has begun:

http://www.campaignlive.co.uk/article/why-cosabella-replaced-its-agency-ai-will-go-back-humans/1427323

Notice that the creative still had to be supplied by the customer (something an agency might normally manage).

Humans are good at being creative. Machines are good at pattern matching, duplicating and calculating

Shot 7: Creative Top 10 of the Week

Ian’s challenge to Craig: IT support company – think of 10 ways to convert visitors on their website

  1. Think through the common customer journey and plan to convert visitors from stage to stage
  2. The quote calculator is a (fantastic) bottom of the funnel offer, but need some top of the funnel content offers
  3. Add a content offer eg ‘Quick Start Guide to Starting with an IT Support Company’
  4. Research common problems and write blog posts that answer the problems, with a low-sell next step offer eg ‘How to Setup Anti-Virus for your entire company’
  5. Add slide-ins to all blog posts, tailored based on blog post topic
  6. Retarget visitors with banners based on where they are in the journey eg for initial visitors a post that highlights a common problem, for visitors who have requested a quote, the banners could be about case studies
  7. Consider other content formats eg webinars discussing key scenarios eg How to plan your company’s backup strategy
  8. Test offering a case study as a gated download
  9. Test other channels eg Facebook Lead Form Ads
  10. Try other calculators ie not for cost, but for planning – awareness tools such as how many licenses do I need
  11. BONUS: Offer free SSL install for customers

Shot 8: Podcast of the Week

Inbound Buzz episode 57: https://www.redpandas.com.au/ep57

Also was listening to an earlier episode where he warns about the dangers of ‘marketers hunch’ : https://www.redpandas.com.au/ep56

Shot 9: Resource of the Week

Google Trends > https://trends.google.com.au/trends/

Up to the hour trend updates – similar to how Facebook has its trends listing.

Shot 10: Quote of the Week

“Some people are experts on post traumatic stress, I aim to be an expert on post traumatic growth.”

  • Tony Robbins

Shot 11: Random Thought of the Week

http://sethgodin.typepad.com/seths_blog/2017/03/three-simple-and-difficult-steps.html

Three simple and difficult steps

Get smarter. Hurry.

Learn something new and difficult and valuable. Learn it today and continue learning it tomorrow.

Solve interesting problems.

Ignaz Semmelweis saw the same problem that others saw. But he took responsibility and solved it (worth a read).

Care. More.

This takes guts because it means you’ll have to do something.

If you can invest in these three assets, what happens to your leverage? Your value? Your choices?

There are people who can cut corners better than you, work more hours than you and certainly work cheaper than you. But what would happen if you became the person who was smarter, better at solving problems and cared the most?

Shot 12: Bonus Links of the Week

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

http://adgorithms.com/

https://albert.ai/

http://searchengineland.com/google-exact-match-close-variants-word-order-function-words-271395

Tool to investigate:

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.

HubShots Episode 77

Take your marketing forward

Episode 76: Google Search Behaviour, HubSpot Sales Sequences, plus Learnings!

Welcome to Episode 76 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.

In this episode there are a lot of learnings lol. Seriously though, the Moz analysis of Google Search User behaviour is fascinating, and we spend a ton of time going through some HubSpot marketing and sales items in detail. Plus a few tips around sales calls and some ecommerce optimisation recommendations.

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

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

We’re also testing a new Facebook Messenger HubShots Room: https://www.messenger.com/t/1099519836821248

https://m.me/g/AbYPyswc4gtK5d5c

HubShots Facebook Chatbot: http://m.me/HubShotsPodcast

Recorded: Wednesday 15 March 2017 | Published: Thursday 16 March 2017

Shot 1: Inbound Thought of the Week

The Search Opportunity

https://moz.com/blog/state-of-searcher-behavior-revealed

#3: What percent of users perform one or more searches on a given day?

“This one blew my mind! Of the millions of active, US web users Jumpshot monitored in October 2016, only 15% performed at least one or more searches in a day. 45% performed at least one query in a week, and 68% performed one or more queries that month. To me, that says there’s still a massive amount of search growth opportunity for Google. If they can make people more addicted to and more reliant on search, as well as shape the flow of information and the needs of people toward search engines, they are likely to have a lot more room to expand searches/searcher.”

Shot 2: HubSpot Marketing Tip of the Week

Tip for controlling the META author used on HubSpot webpages

Ever wondered where HubSpot gets the author it uses on meta author tag on website pages (ie not blog posts)?

hubspot meta author tag

Surprise! It is taken from the Email Footer Information settings:

hubspot email settings company name

HubSpot Marketing Gotcha of the week

Lead Flow styling – if you use slide-ins it is impossible to override the styling that is applied. Even using your own CSS in global stylesheets won’t work – the Lead Flow built in calculation of styles will override yours.

Vote for improvements to Lead Flow styling capability here:

http://ideas.hubspot.com/forums/76407-general-hubspot-ideas/suggestions/17264174-lead-flow-call-out-customization

BTW speaking of ideas – here’s one George highlighted on The Hubcast this week:

http://ideas.hubspot.com/forums/76407-general-hubspot-ideas/suggestions/6967959-enable-a-b-testing-on-site-pages

BTW2: speaking of Lead Flows and George B Thomas, he has a nice quick video on how to hide Lead Flows on some pages – by pasting in a bit of CSS into your page (or global module):

https://www.youtube.com/watch?v=2AFXvAuz7-Q

However, what we really want: to be able to exclude pages in Lead Flow options.

Shot 3: HubSpot Sales Feature of the Week

HubSpot Sequence Library

Sequences HubSpot

Think about starting with one from the library.  We are testing this with each other and we will report back in the next few weeks.

Also:

https://medium.com/marketing-and-entrepreneurship/10-cold-email-tips-i-used-to-get-60-000-app-signups-dd928d86ca21#.w9ffukdvn

Speaking of outreach…

Customer Service follow ups instead of Sales Reps follow ups

Example:

“Hi, this is Sarah from Blue Widgets Company. I noticed you downloaded one of guides earlier today. I work in the customer service team – I’m not in sales – and the reason for my call is just to check if you were able to download and view the guide, and if it was useful.”

Get off the call quickly:

  • If yes, they got it: “Excellent, glad to hear it. Have a great day – if there’s anything else you need, just let me know”
  • If no, they didn’t, or they haven’t bothered to read it” “No problem, would you like me to send it to you again”

In both cases, send personal email after the call

Shot 4: Sydney HUG Reminder of the Week

BTW Sydney HUG coming up on 30 March 2017:

https://www.linkedin.com/groups/6501165

Shot 5: Opinion of the Week

Netflix testing new content consumption formats:

http://www.digitalspy.com/tv/news/a822865/netflix-confirms-experiment-interactive-tv-shows-you-can-choose-your-own-adventure/

Action item: brain storm how you can engage with your audience in new and interesting ways…

Buzzword Bingo Word of the Week

“Learnings”

Usage: there were a lot of useful learnings from the last campaign

Translation: what we did didn’t work, so we’re pretending we learnt something from it

Shot 6: Creative Top 10 of the Week

Craig’s challenge to Ian:

10 ways to target the HR Manager of a large enterprise

  1. Find them on LinkedIn through search and create a target list.
  2. Find mutual connections and ask for an introduction, through LinkedIn or other networks.
  3. Do display advertising targeted to sites and audiences in Google where HR Managers would read content.
  4. Join groups in LinkedIn where HR Managers would be in. Like https://www.linkedin.com/search/results/groups/?keywords=HR%20Manager&origin=SUGGESTION&suggestedEntities=%5B%22TITLE%22%5D
  5. Research a particular HR Manager and see what their interest is. Find a toy/object that they would want and send it to them minus something to get them onto a call.  Best example of this is sending a remote control car to the person and then only sending the controller once they booked a meeting to talk to you!
  6. Find everyone on Facebook in a corporation with the job title of HR Manager.
  7. Find events to sponsor that are run by the Australian HR Institute or similar https://www.ahri.com.au/conferences-and-networking
  8. Contribute content to blogs that HR Managers would read like https://www.ahri.com.au/resources/ahri-blog
  9. Sponsor content to HR Managers in LinkedIn & Facebook.
  10. Specialise content directly to HR Managers to target pain that they are experiencing.
  11. BONUS: Co-author and promote an offer with a complementary partner that has access to HR Managers.

Shot 7: Podcast of the Week

Hola (shoutout) to George and Marcus:

https://www.thesaleslion.com/hubcast-130-video-revenue-hubspot-engagement-reporting-the-cap-show/

Shot 8: Resource of the Week

Fantastic guide to optimising ecommerce sites – a 20 minute read, but well worth it – tons of useful ideas:

http://getuplift.co/ecommerce-optimization-product-pages/

BTW notice that this post – incredibly detailed, painstakingly researched and presented – has only one comment. And the comment is pretty useless. Point to consider: always be reviewing what is working and not working on your site – this is why some companies are turning off comments on their blogs and instead sending people to social channels to comment.

Shot 9: Quote of the Week

“Failure is an option here. If things are not failing, you are not innovating enough.”

“It’s OK to have your eggs in one basket as long as you control what happens to that basket.”

~ Elon Musk

Shot 10: Random Thought of the Week

A fun look at how ScreamingFrog played with Google results and were able to highjack a listing for a few days:

http://searchengineland.com/googles-seo-guide-search-rankings-hijacked-270362

Summary: a combination of some redirects and canonicals not being set fully by Google allowed the mixup

Additional resource for geeks: https://support.google.com/webmasters/answer/139066

Shot 11: Bonus Links of the Week

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

http://www.stateofdigital.com/automating-google-analytics-reporting-via-google-sheets/

https://makefastsites.com/

https://www.slideshare.net/RossHudgens/link-building-strategies-that-increase-monthly-revenue-by-240740-engagepdx

https://contently.com/strategist/2017/03/14/artificial-intelligence-marketing-revolution/

http://seoauv.com/seo-case-study/

Tool to investigate:

http://www.calculoid.com/

https://imagify.io/

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.

HubShots Episode 76

Marketing

Episode 75: HubSpot Sales Stuff, Death of chatbots, The Amazon Threat to Google

Welcome to Episode 75 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/

We’re also testing a new Facebook Messenger HubShots Room: https://www.messenger.com/t/1099519836821248

https://m.me/g/AbYPyswc4gtK5d5c

HubShots Facebook Chatbot: http://m.me/HubShotsPodcast

Recorded: Wednesday 08 March 2017 | Published: Thursday 09 February 2017

Shot 1: Inbound Thought of the Week

From Brian Halligan’s keynote on sales:

  • Context is King in sales
  • Always be helping.

Advice for sales:

  • Less is more for emails.
  • No cold calls.
  • Trials.  Add value before they purchase the product

What it looks like and how  people decide 2006 vs 2016

brianclient source information

Shot 2: HubSpot Marketing Feature of the Week

LeadsBridge Integration:

https://www.hubspot.com/integrations/leadsbridge

Connects your HubSpot lists into Facebook as Facebook Audiences.

Strongly recommend LeadsBridge – we use it with all our customers.

BTW It has sold out now, but try contacting AppSumo about this offer they had a little while back – lifetime LeadsBridge account for $49: http://www.appsumo.com/leadsbridge/

Shot 3: HubSpot Sales Feature of the Week

New and Improved Engagement Reporting for HubSpot Sales

Which is basically them making HubSpot CRM much better for telemarketers…

The latest improvements bring more detailed engagement tracking and reporting to HubSpot CRM and Sales. These updates come in three distinct flavors.

  1. All HubSpot Sales users can now set call dispositions. Track the outcome of every call made via HubSpot Sales.
  2. All HubSpot Sales Professional users now have access to sales content report templates. Seven new canned reports for HubSpot dashboards that provide deep analytics on calls, meetings, and sequences.
  3. Reporting Add-on users can now utilize engagement report filters when building custom reports. Run reports on how many calls, emails, meetings, and tasks your team is logging. Now, filter those reports by owner and type, to zoom in on the data you actually care about.

Today’s updates enable you to get a clearer view of your reps’ productivity. Implement a more consistent call-logging process with call dispositions, and zero-in on specific engagement data to identify the parts of your reps’ process that need the most work using the new reporting functionality.

hubspot call outcomes

Btw good opportunity for HubSpot (attention: Matt Barby) to try to rank for the term ‘call disposition’ – currently this is the top ranking result: http://www.ringdna.com/blog/what-is-call-disposition-how-to-measure-it

Which says:

“Call disposition” is a call center term for a label that describes the outcome of a call.

Here’s a screenshot of the reporting after Craig made 3 calls to Ian to test it out:

hubspot call reports

Shot 4: Sydney HUG Reminder of the Week

BTW Sydney HUG coming up on 30 March 2017:

https://www.linkedin.com/groups/6501165

Shot 5: Opinion of the Week

http://www.bradfordcross.com/blog/2017/3/3/five-ai-startup-predictions-for-2017

  1. Bots go bust
  2. Deep learning goes commodity
  3. AI is cleantech 2.0 for VCs
  4. MLaaS dies a second death
  5. Full stack vertical AI startups actually work

“While business process automation will of course continue to play out for decades to come, the current mania around ‘bots’ defined as conversational interfaces over voice and chat will begin its collapse in 2017. “

Shot 6: Creative Top 10 of the Week

Ian’s challenge to Craig:

10 ideas to promote an industrial modular & flexible ducting company on a starting budget

This is definitely a case of having to identify where the target market ‘hangs out’. First step is to understand the main types of buyers and then work out where they congregate eg online forums, review sites, building related community websites, etc

  1. AdWords – specific key terms targeting (focus on least competitive first to check ROI)
  2. AdWords – competitor brand terms targeting (brand jacking)
  3. Use BuzzSumo to analyse topics, follow the top shared content and look for commenting or advertising opportunities, including using them as placements in AdWords Display Advertising
  4. Industry directories eg https://www.industrysearch.com.au/search?q=flexible+ducting
  5. Industry forums eg a member on https://www.acif.com.au/construction-industry-news and be able to promote the business (bonus: full dofollow link for members!)
  6. Use Q+A sites to find other forums eg a tool such as Bloomberry: https://app.bloomberry.com/questions;q=metal%20ducting
  7. Target industry sectors eg Air conditioning installation companies via LinkedIn – Target titles: Manager, Companies: Air conditioning installers
  8. Target topics eg related to workplace safety
  9. Target large food franchises eg to promote food industry ducting needs
  10. Create specific landing pages related to specific problems eg pillar content page on ‘industrial dust extraction’
  11. Promote points of difference eg speed of installation, or speed of delivery of ducting to factory sites

Shot 7: Podcast of the Week

No podcast this week, because we’re way behind on our listening. Need to get back to our listening.

Shot 8: Resource of the Week

CEO of the world’s largest advertising group, WPP’s Sir Martin Sorrell, discussing what keeps him up at night. Summary: Amazon

https://www.businessinsider.com.au/wpp-ceo-sir-martin-sorrell-amazon-keeps-me-up-worrying-at-night-2017-3?r=US&IR=T

Sorrell thinks Amazon is a huge threat to Google when it comes to search. If you’re a sneaker brand, the most valuable place to advertise is when someone is actively searching to buy a pair of sneakers. On Google they might just be researching, but with Amazon it’s likely that consumer is in the market to make a purchase right away.

BTW here’s WPP’s trends overview for 2017 – useful reading:

wpp macro micro trends

Shot 9: Quote of the Week

“If you’re walking down the right path and you’re willing to keep walking, eventually you’ll make progress.”

  • Barack Obama

Shot 10: Random Thought of the Week

Make readers pass a quiz before they can comment:

http://www.niemanlab.org/2017/03/this-site-is-taking-the-edge-off-rant-mode-by-making-readers-pass-a-quiz-before-commenting/

Shot 11: Tip of the Week

B2B Startup Idea Matrix:

https://medium.com/the-mission/the-startup-idea-matrix-b2b-edition-3973894d47dd#.fnz9tqmbc

With Google Sheet:

https://docs.google.com/spreadsheets/d/1xafwdQyWczCwPDGsGoiCSe8SdlbgN-QHjktLemqRo7s/edit#gid=1298089993

Especially like the idea of Column M: Enterprise software that can be used as Consumer software

Shot 12: Bonus Links of the Week

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

https://moz.com/blog/how-to-uncover-hidden-keyword-level-data-using-google-sheets

https://blog.hubspot.com/marketing/first-100-days-inbound-marketer

Tool to investigate:

http://www.calculoid.com/

https://imagify.io/

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.

HubShots 75

1 Take your marketing forward

Episode 74: Chatbots, Keywords, HubSpot Sales Gotcha, Bogus Tips

Welcome to Episode 74 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/

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We’re also testing a new Facebook Messenger HubShots Room: https://www.messenger.com/t/1099519836821248

https://m.me/g/AbYPyswc4gtK5d5c

Recorded: Monday 27 February February 2017 | Published: Thursday 23 February 2017

Shot 1: Inbound Thought of the Week

HubShots ChatBot is born – http://m.me/HubShotsPodcast

Created this using Chatfuel – recommended by Matt Barby in his recent post: https://www.matthewbarby.com/chatbot-marketing/

BTW some chatbot related stuff here if you are interested:

https://chatbotsmagazine.com/10-links-to-learn-about-chatbots-in-an-hour-74466577f3c8#.vcc1bblnn

Shot 2: HubSpot Marketing Feature of the Week

Reminder: Keyword history in the HubSpot Keyword tool:

hubspot keyword tool

This isn’t new – it’s been in the product since the start – but many people don’t realise you can click through on keywords to see the keyword history.

Note: only keeps 12 months of keyword history

HubSpot Marketing Confusion of the week

HubSpot Marketing Free LeadIn stats reporting – if you click on a Lead Flow:

leadflow stats

Has the URL format of:

https://app.hubspot.com/lead-flows/999999/details/100802

But HubSpot Marketing Pro Lead Flows don’t have that view – clicking on a Lead Flow takes you into Edit mode.

Shot 3: HubSpot Sales Feature of the Week

Pinned Notes on contact records

hubspot pin note

HubSpot Sales Gotcha

Modified Date on Deals has been updated due to new fields being added and getting automatically calculated. Even if you haven’t made any changes to the deal. Very confusing (and frustrating).

Shot 4: Cafe Consulting

Upcoming Cafe Consulting

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/

BTW Sydney HUG coming up on 30 March 2017:

https://www.linkedin.com/groups/6501165

Shot 5: Opinion of the Week

The value of time

The power of  HubSpot smart lists: working on a new HubSpot implementation and going through a few scenarios of targeting. We were able to produce a few smart lists in a few minutes that had taken them hours to produce from previous systems (MailChimp + WooCommerce + Xero integration).

Here’s a good indicator or whether HubSpot is a potential fit – calculate how much time you’ve spent trying to pull together lists from disparate systems – if you can manage that in HubSpot easily, then it may be worth the cost.

Shot 6: Creative Top 10 of the Week

Craig’s challenge to Ian:

10 Facebook audiences for promoting natural cosmetics line to

  1. Women 21+ that use organic food
  2. Women 18+ that are interested in allergy
  3. Women 18+ with upcoming birthdays to treat themselves
  4. Make-up artists 18+ with interest in lipstick
  5. Women 21+ with children 0-3 years & 4-12 years
  6. Women 21+ the are expats – sell them exclusive lipsticks
  7. Women 21+ that are vegan
  8. Women 18+ that are interested in luxury goods – sell them limited edition lipsticks
  9. Men 18+ in a relationship interested in gifts for friends – sell them a birthday gift pack
  10. Women 21+ that are interested in cancer awareness – sell them the benefits of natural lipsticks
  11. Women 18+ interested in MAC Cosmetics, NARS Cosmetics & Urban Decay Cosmetics

Shot 7: Podcast of the Week

HubShots Episode 73

https://hubshots.com/episode-73/

The hosts cover a range of HubSpot topics including some useful tips.

Shout Out to Chris Mottram who edits and produces the show. Thanks Chris!

Shot 8: Resource of the Week

Ross Hudgens explaining the Skyscraper technique, and when it applies:

http://www.siegemedia.com/seo/skyscraper-technique

Summary: before you put in a ton of effort preparing an incredible content piece, make sure it is realistic that you can ever really rank for the term/topic.

Shot 9: Quote of the Week

Don’t raise your voice, improve your argument.”

~ Desmond Tutu

Shot 10: Random Thought of the Week

Web page inspiration:

https://land-book.com/

Shot 11: Bogus Tip of the Week

From a Quora thread:

“If you’re having trouble when buying a gift for your friend, send them a simple text. I wanted to buy my classmate a gift for her birthday, but I didn’t know what she really liked. So, I texted her : Guess what I got for your birthday! Hint: It’s your favorite thing! She immediately began guessing what I got her, and that way, I had a whole list of ideas of what present she wanted.”

I’d tweak it a bit to: Guess what I’m getting you for your birthday! Hint: It’s your favourite thing.

Shot 12: Bonus Links of the Week

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

http://searchengineland.com/google-sunset-google-site-search-product-recommends-ad-supported-custom-search-engine-269834

https://blog.markgrowth.com/twitter-tailored-audience-list-campaigns-why-every-company-should-permanently-run-one-14cdaac407af#.68ezcec8q

http://www.hobo-web.co.uk/link-building-strategy-for-beginners-a-month-of-free-tips/

Tool to investigate:

https://chatfuel.com/

https://dovetale.com/

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 74