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Monthly Archives: April 2017

No Pong

Episode 81: Plain text emails, Landing page optimisation, HubSpot Messages and optimising No Pong

Welcome to Episode 81 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.

Episode available here: https://soundcloud.com/hubshots/081-plain-text-emails-landing-page-optimisation-hubspot-messages-optimising-no-pong

Join our WhatsApp group here: https://chat.whatsapp.com/09R0ogqg6ipI61YQRWPDtr

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

Recorded: Wednesday 19 April 2017 | Published: Friday 21 April 2017

Shot 1: Inbound Thought of the Week

Landing page optimisation guide from Talia:

http://getuplift.co/landing-page-optimization-complete-guide/

Step #3: State of Awareness Analysis

The number one rule of a high converting landing page is that it answers your customer’s questions, addresses their concerns and tells their story.

The Anatomy of a High Converting Landing Page

A successful, converting landing page addresses your one single visitor and delivers one promise for them. To do this you will need to:

  1. Figure out the state of awareness of your landing page visitors → to identify who your one single visitor is and who you’re talking to.
  2. Figure out what their goal is → this is where the promise comes in.

Snarky comment from Craig: I don’t like how the article has an annoying exit intent popup!

Shot 2: HubSpot Marketing Feature of the Week

Plain Text Email Template – new template available in all portals:

https://www.hubspot.com/product-updates/new-video-your-need-to-know-product-updates-from-april

hubspot plain email

And yes, you can A/B test with them. You can test having a plain text version versus a version using a template.

We discussed plain text emails back in episode 34 – we referred to it as ‘unbranded email’: https://hubshots.com/episode-34/

Shot 3: Marketing Tip of the Week

Analysing recency of contacts and how it contributes to sales conversions – Ecommerce tip

We found with a customer that 90% of sales were coming from contacts who had signed up within the last 6 weeks. The rest of the database is very cold, highlighting both problems and opportunities.

In HubSpot you can create a list based on the create date and compare it to last order date eg:

hubspot list example for recency

And then create a second list for before the period and compare the list sizes.

hubspot list recency comparison

Shot 4: HubSpot Sales Feature of the Week

Messages (Beta)

Messages

Sneak peak looks like there is an upcoming Sales Rep Dashboard!

New Video Your Need to Know Product Updates from April

Shot 5: Opinion of the Week

Stop Looking At Your Feet – from Living Forward: https://livingforwardbook.com

A key progress inflection point for beginner surfers is when they learn to stop looking at their feet and instead look at where they want to surf to.

As a marketer sometimes we get so caught up in our day-to-day activities that we lose sight of where we are heading.

Shot 6: Creative Top 10 of the Week

10 ideas for increasing sales of NoPong:

https://www.nopong.com

  1. Test a re-brand option eg FreshPits or FreshArms or ArmsFresh
  2. Test a very male looking version of the site
  3. Remarket to me – Bad smells won’t follow you around, unlike this ad
  4. Email follow ups to me
  5. Give me tips for using and other products
  6. Content that highlights the common problems with deodorants
  7. Add a range of other packaging eg a stick version, almost like a chapstick
  8. Split ad: Pong / No Pong
  9. Targeting specific personas eg travellers
  10. Targeting different pain points eg skin irritations
  11. Target like audiences on Facebook & Google that have purchased the product

Special thanks to Moby for helping with this!

Shot 7: Podcast of the Week

InboundShots episode 1 – coming soon

We catch up with Moby from Inbound Buzz – https://www.redpandas.com.au/inbound-marketing-podcast/ – for a chat about:

  • Is SEO dead?
  • Is the blog dead?
  • Is outbound cold calling dead?
  • Plus we chat about No Pong in a lot more detail

It’s our crossover episode!

Listen out for it in the next two weeks.

We may do it regularly if people like it.

Shot 8: Resource of the Week

https://databox.com/facebook-ad-roi-secrets-revealed

Good overview of the multi-step funnel – using content to warm up a contact before making an offer.

Shot 9: Quote of the Week

By Seth Godin

Avoiding the good/great chasm

You can be good at Twitter in about five minutes a day. Spending ten minutes doesn’t make you twice as good… in fact, there’s probably little measurable improvement. To be great at Twitter might take five hours of daily effort.

All the time in between five minutes and five hours is wasted. You’re in a chasm with no measurable benefits.

We see the same thing happen with your Yellow Pages ads or your customer service. Showing up takes some effort and it often pays off. Showing up a bunch more is often worthless. If you want to truly be great, you’re going to have to do things most people couldn’t imagine. That’s what makes it great, after all. The scarcity of it.

This is the underpinning of the Dip. Don’t get caught doing more than you need to but less than you want to.

http://sethgodin.typepad.com/seths_blog/2017/04/avoiding-the-goodgreat-chasm.html

Shot 10: Bonus Links of the Week

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

http://www.stateofdigital.com/facebook-ads-google-analytics-data-mismatch/

http://everyonehatesmarketers.com/

Tool to investigate:

Some of Craig’s reading:

https://getpocket.com/@craigbailey

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

HubShots Episode 81

Grateful

Episode 80: New HubSpot Web Analytics, Documents and a Different Creative Top 10

Welcome to Episode 80 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.

Listen to the episode here: https://soundcloud.com/hubshots/080-new-hubspot-web-analytics-documents-a-different-creative-top-10

Join our WhatsApp group here: https://chat.whatsapp.com/09R0ogqg6ipI61YQRWPDtr

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

Recorded: Thursday 13 April 2017 | Published: Tuesday 18 April 2017

Shot 1: Inbound Thought of the Week

The Search Opportunity

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

#21: What percent of Google queries lead to more than one click on the results?

Some of us use ctrl+click to open up multiple tabs when searching. Others click one result, then click back and click another. Taken together, all the search behaviors that result in more than one click following a single search query in a session combine for 21%. That’s 21% of searches that lead to more than one click on Google’s results.

Shot 2: HubSpot Marketing Feature of the Week

HubSpot Dependent Form Fields

https://knowledge.hubspot.com/forms-user-guide-v2/how-to-use-dependent-form-fields

https://knowledge.hubspot.com/articles/kcs_article/forms/is-it-possible-to-make-a-form-field-dynamically-appear-as-a-result-of-an-answer-to-another-question

A little gotcha: it won’t show the optional fields if you refresh the page – you’ll need to untick/tick a field again to show it for example.

https://hubshots.com/contact/

New Dashboard

Web Analytics Dashboards are rolling out:

hubspot web analytics

Shot 3: Marketing Tip of the Week

Using competitor page data to inform your own optimisation:

https://moz.com/blog/use-competitor-top-pages-data-bolster-seo-efforts-whiteboard-friday

Example: Use BuzzSumo to find content that is working well on your competitor’s sites. Analyse to see if they are answering questions which you could be answering better.

Shot 4: HubSpot Sales Feature of the Week

Documents in HubSpot Sales

Why we love this is because

  1. It is a central location of helpful document/sales content that your entire team can use and share documents right from your Gmail or Outlook inbox, and see which content closes deals.
  2. Know the second a prospect/user opens a document.
  3. Identify the documents that close deals and get used consistently.

Documents HubSpot

Shot 5: Opinions of the Week

Opinion 1: Forcing people to install apps to talk to you is dumb

Don’t force people (prospects, staff, customers) to install new tools just to communicate with them.

Remove friction in your communications

Eg being forced to install Skype, zoom.us, GoToMeeting, etc

Also, be considerate when giving  a contact a calendar link in an email to book time with you

Opinion 2: Making generalisations based on your own bad performance is dumb

Learn to ignore some posts – here’s a good example of what Craig thinks is bad advice:

https://blog.hubspot.com/marketing/agencies-abandon-advertising-invest-owned-media

Bonus gripe: HubSpot closed comments on the post, even though it was only posted on 21 March.

Shot 6: Creative Top 10 of the Week

We each give our Gratitude Top 10.

Shot 7: Podcast of the Week

14 Business Lessons from America’s Greatest Sales and Marketing Executive by Noah Kagan

http://okdork.com/chet-holmes-business-lessons/

Take one lesson from here and implement it in your business.

Shot 8: Resource of the Week

Landing page optimisation guide from Talia:

http://getuplift.co/landing-page-optimization-complete-guide/

Browser extension to speed up videos:

https://chrome.google.com/webstore/detail/video-speed-controller/nffaoalbilbmmfgbnbgppjihopabppdk/related

Shot 9: Quote of the Week

“Implementation, not ideas is the key to real success.” – Chet Holmes

Shot 10: Bonus Links of the Week

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

https://adespresso.com/academy/blog/facebook-ads-review-rules/

https://www.inc.com/associated-press/linkedin-adds-new-features-chatbot-customized-news-feed-training.html

https://thecoffeelicious.com/this-is-the-antidote-for-digital-narcissism-998b424a1ba1

New LinkedIn features:

https://blog.hubspot.com/marketing/new-linkedin-features

Tool to investigate:

https://www.jonloomer.com/2017/04/11/facebook-for-woocommerce/

https://www.wordfence.com/blog/2017/04/check-your-router/

Some of Craig’s reading:

https://getpocket.com/@craigbailey

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

HubShots Episode 80

Shopping

Episode 79: HubSpot Email Deliverability, AMP Blog Posts, Quick SEO Process

Welcome to Episode 79 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.

Listen to the episode here: https://soundcloud.com/hubshots/079-hubspot-email-deliverability-amp-blog-posts-quick-seo-process

Join our WhatsApp group here: https://chat.whatsapp.com/09R0ogqg6ipI61YQRWPDtr

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

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

Recorded: Wednesday 05 April 2017 | Published: Friday 07 April 2017

Shot 1: Inbound Thought of the Week

The Search Opportunity

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

#13: What percent of clicks on Google search results go to Google Shopping results?

The Google Shopping ads have become pretty compelling — the visuals are solid, the advertisers are clearly spending lots of effort on CTR optimization, and the results, not surprisingly, reflect this.

MozCast has Shopping results in 9% of queries, while clickstream data shows those results earning 0.55% of all search clicks.

Google Shopping help: https://support.google.com/adwords/answer/2454022?hl=en-AU 

and https://support.google.com/adwords/answer/6275312?hl=en-AU&ref_topic=6275320

Shot 2: HubSpot Marketing Features of the Week

1: Email Deliverability

Email Deliverability Protection rolling out over the next few weeks

Stops an email send if it notices abnormally high hard bounce rate.

pasted image 0 12

2: AMP pages

Bonus: Accelerated Mobile Pages (AMP) is here for blog posts!

This helps speed-up your blog posts for mobile visitors and make them more discoverable in Google search. Speed matters and with AMP in HubSpot, blog post content will load nearly instantaneously for mobile visitors keeping them engaged.

AMP-enabled content will display with the logo in search results and will also have the opportunity to display in Google’s carousel making it more discoverable.

Content Settings HubSpot

Shot 3: HubSpot Marketing Tip of the Week

Reminder to use Page Performance report:

https://app.hubspot.com/pages/XXXXX/analyze/page-performance

Minimum Viable SEO: If You Only Have a Few Minutes Each Week… Do This! – Whiteboard Friday

https://moz.com/blog/minimum-viable-seo-whiteboard-friday

pasted image 0 13

Shot 4: HubSpot Sales Feature of the Week

HubSpot CRM Task Queues

This works for contacts, companies and deals.  Basically giving structure to getting things done using the CRM on a daily basis.  Watch the 2 minute video as it will give you an idea quickly on how to do this.

Click here to see all features of HubSpot CRM.

Did you know? 80% of sales require 5 follow-up phone calls after the meeting, yet 44% of salespeople give up after one follow-up. As a best practice, every deal in your database should have a next step

Shot 5: Opinion of the Week

The invisible fence

There are very few fences that can stop a determined person (or dog, for that matter).

Most of the time, the fence is merely a visual reminder that we’re rewarded for complying.

If you care enough, ignore the fence. It’s mostly in your head.

http://sethgodin.typepad.com/seths_blog/2017/04/invisiblefence.html

Shot 6: Podcast of the Week

Marketing School – Ep. #245 – How to Analyze Your Competition in Less Than 10 Minutes

http://marketingschool.io/how-to-analyze-your-competition-in-less-than-10-minutes-ep-245/

Shot 7: Resource of the Week

Cats ringing bells for treats

https://twitter.com/b_ru_ru/status/847368727016259584/video/1

Shot 8: Quote of the Week

https://twitter.com/justinemusk/status/848382201641148417

“A visionary is someone who magically moves between worlds while building bridges so that others may follow.”

Justine Musk

Shot 9: Bonus Links of the Week

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

Tool to investigate:

https://socialblade.com/instagram/user/hubshotspodcast

Some of Craig’s reading:

https://getpocket.com/@craigbailey

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

HubShots 79