Monthly Archives: July 2017

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Episode 95: Traffic plus No Conversion equals No Business

Welcome to Episode 95 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 here:
https://soundcloud.com/hubshots/095-traffic-plus-no-conversion-equals-no-business

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

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

Recorded: Wednesday 19 July 2017 | Published: Friday 28 July 2017

Shot 1: Inbound Thought of the Week

Grow With HubSpot Sydney (slides)

July 2017 – the biggest Grow with HubSpot event they’ve ever held globally, with more than 1000 people attending (ie a ton more probably registered).

Highlight for Craig was Brent and Varun’s session on matching context with content. Tips for landing pages, emails and conversion paths. Check out their slide deck from the main page.

Remember this point from James’ presentation:

Tip: Twitter Cards came up in a few of the presentations. http://www.socialmediaexaminer.com/how-to-use-twitter-cards-for-business/

Shot 2: HubSpot Marketing Feature of the Week

New reports:

By the way – love the new Contact (and much more) search box – shows email address as well – it’s the little things!

Not so good: they are removing LinkedIn Ads support 🙁

Shot 3: Marketing Tip of the Week

Facebook – build audiences based on people who have engaged with your Instagram business profile

https://www.jonloomer.com/2017/07/10/facebook-ads-audiences-instagram/

Emails that drive purchase:

https://www.marketingprofs.com/charts/2017/32317/what-influences-consumers-to-purchase-from-marketing-emails

“Some 92% of consumers say sales/discounts are an important factor that they take into account when deciding whether to purchase from a marketing email; brand reputation ranks second (90% cite it as an important factor), followed by ease of transaction (88%), and easy online/mobile purchasing (74%).”

Shot 4: HubSpot Sales Feature of the Week

Set Properties for Moving Between Deal Stages

You can set some fields to be shown/required when moving a deal between stages.

Shot 5: Opinion of the Week

Buying HubSpot, but not taking the time to use it properly.

Makes the purchase an expensive mistake, rather than an implemented investment.

We’ve both seen cases where a customer buys HubSpot but doesn’t actually do anything eg doesn’t even set up a campaign.

Shot 6: Creative Top 10 of the Week

10 Creative ideas for: driving free traffic from Google to an accounting website

1. Make sure your Google My Business listing is up to date – you can add events now
2. Keyword research to find the keywords to use in your page titles and write content around
3. Understand page titles & meta descriptions – these are what Google uses as hints for ranking you
4. Make sure you write your Meta descriptions as if they were Calls to Action
5. Structure your pages with headings, bullet points and simple paragraphs
6. Include images with ALT tags so that Google Image Search can identify them
7. Video/text how to guides to be downloaded and viewed
8. Make sure you include locations, often on the Home page as well as the Contact page
9. Start a blog, can be simple as doing what is coming up, like new tax rulings
10. Listen to what questions people ask, and write blog posts answering those questions
11. Make sure your site is responsive – it must work on mobile
12. Ensure it is fast – Google is favouring faster sites
13. Ask sites you sponsor to add links back to your site (eg if you sponsor a local sporting club)
14. Add Google analytics code to your website so you can see what pages visitors are engaging with, this will give you insights into additional content you can write
15. Check & update professional directory listings you belong to (like CA & CPA) to point to your profile and website

Shot 7: Resource of the Week

The biggest trends and changes in AdWords so far in 2017

http://searchengineland.com/biggest-things-happen-ppc-far-2017-278309

Lots of mentions of AI and Machine Learning

But also around using AMP (Accelerated Mobile Pages) Landing pages and pointing your mobile ads at them. The increased speed of the AMP landing pages results in better quality scores,  lower click prices, and then better engagement.

Shot 8: Quote of the Week

“If your software solves a problem people don’t care about, “adding A.I.” to it is unlikely to help.”

Dharmesh Shah

https://www.linkedin.com/feed/update/urn:li:activity:6290321776618545152/

Shot 9: Podcast of the Week

Inbound After Hours

https://www.digital22.com/insights/topic/inbound-after-hours

Shot 10: Bonus Links of the Week

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

http://www.seerinteractive.com/blog/how-to-alter-your-campaign-values-using-google-tag-manager/

http://marketingland.com/facebook-messenger-ads-beta-expands-globally-219292

https://techcrunch.com/2017/07/11/facebooks-messenger-ads-are-bad-and-must-be-destroyed/

http://searchengineland.com/google-begins-rolling-messaging-feature-within-google-business-278790/

Tool to investigate:

Some of Craig’s reading:

https://getpocket.com/@craigbailey

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

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Episode 94: Active Listening, Contact Re-subscription, Having the Right Contact Properties plus Our Gmail Tip

HubShots Episode 94: Active Listening, Contact Re-subscription, Having the Right Contact Properties & Our Gmail Tip

Welcome to Episode 94 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 show here:
https://soundcloud.com/hubshots/094-active-listening-contact-re-subscription

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

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

Recorded: Wednesday 05 July 2017 | Published: Thursday 27 July 2017

Shot 1: Inbound Thought of the Week

The art of listening:

https://www.farnamstreetblog.com/2017/07/active-listening/

As Inbound marketers we need to actively listen to our customers, their needs, their wants and their concerns.

How often do we instead jump straight into talking (broadcast mode)?

Shot 2: HubSpot Marketing Feature of the Week

A reminder to check your re-subscribe settings.

Allow previously unsubscribed contacts to re-subscribe:

https://knowledge.hubspot.com/articles/KCS_Article/Email/How-do-I-enable-resubscription-emails-for-forms

Is turned off by default.

Available under Content > Content Settings > Email

Enable the setting, and then edit the email to ensure the sending name and address are set appropriately.

Shot 3: Marketing Tip of the Week

Try answering the reception of helpdesk calls for a day – you’ll get a better idea of what problems peoples are having.

Here’s Brian Halligan on the phones:

https://www.linkedin.com/feed/update/urn:li:activity:6286334099737186304/

Shot 4: HubSpot Sales Feature of the Week

Setting default contact fields to show on contact records:

These are the fields I typically like to include:

BTW Companies are now available in Marketing as well – under the Contact menu.

Shot 5: Opinion of the Week

The Winds of Change

“When the direction of the wind changes, some (people) build walls, some (people) make windmills”

(Chinese saying)

I still struggle with using my iPad to do anything more than just consumption of content, while others have embraced it as a work device. My point: changing behaviour and habits, even thinking, is hard.

As marketers we need to be understanding that the marketing winds change constantly – and thus we need to ensure our focus is on how we can best make use of the changes, and not resist.

What marketing change will you reconsider this week?

Shot 6: Gmail Tip of the Week

Inbox When Ready

https://inboxwhenready.org/

Shot 7: Resource of the Week

Content marketing case studies:

https://detailed.com/

YMMV

Google using click data to personalise results at an IP level:

https://moz.com/rand/case-study-googles-use-visit-click-data/

Shot 8: Quote of the Week

“Simple can be harder than complex: You have to work hard to get your thinking clean to make it simple. But it’s worth it in the end because once you get there, you can move mountains.”

― Steve Jobs

A big thank you to Chris for producing our podcast each week – his company Mottram Media – http://www.mottrammediagroup.com/

Shot 9: Bonus Links of the Week

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

http://marketingland.com/generate-b2b-leads-sponsored-inmail-217625

http://okdork.com/linkedin-publishing-success/

http://blog.anderspink.com/2017/06/linkedin-social-selling-and-engagement-insights-from-100000-posts/

https://www.linkedin.com/pulse/linkedin-sales-navigator-advertisement-options-james-hope

http://www.socialmediaexaminer.com/how-to-use-linkedin-sales-navigator-for-better-prospecting/

http://neilpatel.com/blog/bots-digital-marketing-strategy/

Tool to investigate:

https://twistapp.com

Some of Craig’s reading:

https://getpocket.com/@craigbailey

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

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Episode 93: HubSpot Calendar tip, Sending Weekly Sales Reports, and why you need to Stop Organic Social activities!

Welcome to Episode 93 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: https://hubshots.com/whatsapp/

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

Recorded: Wednesday 21 June 2017 | Published: Friday 14 July 2017

Listen here: https://soundcloud.com/hubshots/093-hubspot-calendar-tip

Shot 1: Inbound Thought of the Week

Adding emojis to social updates – yes, our lives are now complete:

https://www.hubspot.com/product-updates/social-emoji

Old man complaint from Craig: https://www.craigbailey.net/most-emojis-in-tweets-give-me-the/

Ian wants an emoji decoder

Shot 2: HubSpot Marketing Feature of the Week

Using the Calendar:

Edit the selection of campaigns:

Click the Clear All:

Now all the campaigns will show:

The gotcha is that previously (eg a few months ago) you clicked Select All and then forgot about it. You expected it to always show All campaigns. But instead it only included the ones that were available months ago.

Shot 3: Marketing Tip of the Week

If you want to add the Follow Me module to your site you can generate the code under the Social Settings.

Shot 4: HubSpot Sales Feature of the Week

Sending a weekly sales report email from HubSpot.

Note: this is a workaround – I’d like a better way to do this.

Not particularly elegant, and there’s no formatting in the email body for your message, but it works well.

Shot 5: Opinion of the Week

This is what amazing analysis of a company looks like:

https://labs.rs/en/the-human-fabric-of-the-facebook-pyramid/

Incredible insight into how Facebook is structured, the ties to other companies, communities and politics.

This will blow your mind.

https://labs.rs/wp-content/uploads/2017/05/Facebook-Mng-Graph-01.png

Next time an armchair critic tells you all about what’s wrong with Facebook (or any other large company), remember that nothing is simple. Complexity is all around us.

Shot 6: Creative Top 10 of the Week

Craig’s challenge to Ian: 10 ways to increase exposure for a coffee shop (espresso bar):

1. Have a beanhunter listing with some reviews and pictures.
2. Have a Yelp listing with some reviews and pictures.
3. Reach out to local food and coffee bloggers to visit and do a review.
4. Reach out to Facebook & Instagram foodies & coffee lovers to visit.
5. Use Facebook & Instagram to showcase specials and what is coming.
6. Use FB Ads with Instagram to reach people in the surrounding area.
7. Ensure your Google My Business Listing is up to date with reviews, photos and the correct opening times!  This will reflect on Google Maps too.
8. Ensure you have an Apple Maps business listing that is complete and verified.
9. Build a database of people around your coffee shop and email market to them to bring them in at slow periods of the day.
10. Get a 360 degree virtual Google Tour of the interior and exterior of a the coffee shop using Street View technology.

Shot 7: Resource of the Week

Stop organic social by Avinash Kaushik (@Avinash https://twitter.com/avinash )

https://www.kaushik.net/avinash/stop-organic-social-media-marketing-solve-for-profit/

Excellent article highlighting the appalling reach of organic social, and why you should switch to paid social instead.

And then he chats about how AI and ML will help with better spend of budgets:

“Current advances in ML already give me hope that algorithms will understand intent a billion trillion times better than your current employees AND these algorithms will have the inherent capabilities to process billions of data points to truly understand complex patterns of user behavior and a robust understanding across all that to know exactly what delivers business profit.”

“Companies can then take the equivalent of their Brand and Social budgets and allow smarter algorithms to deliver the right message to the right person at the right time across all clusters of intent. All the while, optimizing for long-term business profitability.”

BTW: bonus points to Avinash for having a very non-intrusive newsletter slidein in the bottom right corner.

Shot 8: Buzzword Update of the Week

What does ‘marketing automation’ mean in 2017? By Courtney Sembler (@CSembler https://twitter.com/CSembler )

https://blog.hubspot.com/customers/sales-marketing-automation-in-2017

Hint: it includes automating sales activities as well (Eg creating deal, tasks and internal notifications)

Shot 9: Quote of the Week

Science may never come up with a better office communication system than the coffee break.

• Earl Wilson

Bonus: word of the week: enlargen – https://en.wiktionary.org/wiki/enlargen

Shot 10: Bonus Links of the Week

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

Tool to investigate:

How to get wikipedia pages published:

http://contentmarketinginstitute.com/2017/05/wikipedia-article-published/

How to use Reddit for market research:

https://blog.hootsuite.com/reddit-market-research/

Some of Craig’s reading:

https://getpocket.com/@craigbailey

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

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Episode 92: HubSpot Analytics update, Google My Business websites, Instagram tips

Welcome to Episode 92 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 here: https://soundcloud.com/hubshots/092-hubspot-analytics-update-google-my-business-websites-instagram-tips

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

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

Recorded: Wednesday 21 June 2017 | Published: Friday 07 July 2017

Shot 1: Inbound Thought of the Week

Site speed is important

Interesting tweet re speed: https://twitter.com/agconsult/status/876086346892402688

Here’s the 5 main tools we use for checking site performance:

https://www.webpagetest.org/

https://gtmetrix.com/

https://website.grader.com/

https://tools.pingdom.com/

https://developers.google.com/speed/pagespeed/insights/

Shot 2: HubSpot Marketing Feature of the Week

New analytics engine:

https://www.hubspot.com/product-updates/a-new-analytics-engine-to-power-your-hubspot-data

Starts rolling out in June, should be reflected in reports by end of July.

Main point: adding a 30-minute timeout to sessions ie much more like Google Analytics:

“Let’s say a contact visited your site on a Friday afternoon, then left that tab open on his desktop over the weekend, came back to the site on Monday, and explored a separate product line. The “old” engine — without the concept of a 30-minute timeout — would see this as a single visit. With that in mind, the “Time of Last Visit” property would show Friday afternoon. With the new engine, the properties would more accurately reflect the visitor’s activity. “Number of Visits” would be two (since the visitor did, in fact, come to the site on two separate occasions) and “Time of Last Visit” would show Monday.”

Shot 3: Marketing Tip of the Week

Create Google My Business sites.

Check out the site design of the GMB site:

https://www.google.com.au/business/

Log into your GMB dashboard and get started:

https://business.google.com/manage/

Pick a location you have already set up (or create a new one)

3 minutes later you have a new web site eg:

http://xensystems.business.site/

Shot 4: HubSpot Sales Feature of the Week

LinkedIn Sales Navigator integration:

https://app.hubspot.com/notifications/306227/Product/13773721

Pretty smart that HubSpot are integrating this now – given that Microsoft bought LinkedIn and will be adding a lot of this functionality into Dynamics CRM.

Shot 5: Opinion of the Week

https://www.wired.com/2017/05/welcome-next-phase-facebook-backlash/

But earlier this month, The Australian uncovered something that felt like a breach in the social contract: a leaked confidential document prepared by Facebook that revealed the company had offered advertisers the opportunity to target 6.4 million younger users, some only 14 years old, during moments of psychological vulnerability, such as when they felt “worthless,” “insecure,” “stressed,” “defeated,” “anxious,” and like a “failure.”

As marketers we have a responsibility to be industry leaders, protecting those who are unknowingly exposed.

Shot 6: Possibly Interesting Link of the Week

Growing your instagram following – an experiment covered by Lauren Holliday (  https://twitter.com/LaurenHolliday_ )

https://medium.com/@laurenholliday_/how-to-increase-your-instagram-followers-by-7x-in-30-days-6586bb1ec510

1. Content
2. Hashtags
3. Bots
4. Key Opinion Leaders (KOL) aka influencers

With some additional Instagram thoughts from Gary Vee ( https://twitter.com/garyvee )

https://medium.com/@garyvee/how-to-network-on-instagram-dm-da386954552d

Shot 7: Resource of the Week

HubSpot nerds chat about the Mary Meeker report:

https://thinkgrowth.org/a-cohort-of-tech-nerds-weigh-in-on-mary-meekers-annual-internet-trends-report-5a59a6ec915

Also Kylie pulled out a few high-level points:

https://xen.com.au/mary-meekers-2017-internet-trends-report-means-marketing-managers/

Shot 8: Tool of the Week

Create infographic reports from Analytics, Twitter, etc:

http://whatagraph.com/

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:

Some of Craig’s reading:

https://getpocket.com/@craigbailey

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