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Monthly Archives: August 2017

HubShots

Episode 99: Business growth via Customer Service focus, more Google My Business tips & a productivity tip

Welcome to Episode 99 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, we chat about HubSpot’s latest research piece that highlights the strong link between business growth and customer service, HubSpot’s new bot filtering setting (you should turn it on), Google My Business’s new features, tips for managing deals, plus a handy productivity tip.

Listen to the episode here: https://soundcloud.com/hubshots/099-business-growth-via-customer-service-focus-more-google-my-business-tips

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

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

Recorded: Wednesday 16 August 2017 | Published: Saturday 26 August 2017

Shot 1: Inbound Thought of the Week

The connection between business growth and customer service:

https://research.hubspot.com/reports/customer-success

Growing companies put more focus, time and money into providing excellent customer service.

Customer service = Looking after customers

It’s a virtuous cycle: Business growth is linked to customer service

Growing companies:

  • Are more likely to prioritise customer success
  • Favour efficiency and serving their customers
  • Invest in their customer service programs
  • Prioritise training their support representatives
  • Focus on retaining their customer support representative (eg many CSRs leave due to it being unglamourous, not viewed as a priority by company, stressful and requires patience, is considered entry level)

Takeaways: there’s value in making customer service a priority instead of an after-thought

Some personal notes: My goal is to never have a ticketing system in our agency – at least not in the current format that support ticket systems work.

Shot 2: HubSpot Marketing Feature of the Week

Make sure you have Bot Filtering enabled!

Note: If you created your HubSpot account on or after April 1st, 2017, this feature will be on by default.  So do this for older accounts!

https://knowledge.hubspot.com/articles/kcs_article/reports/can-i-stop-bots-from-skewing-my-website-analytics-data-in-hubspot

Settings Beta

Shot 3: Marketing Tip of the Week

Adding posts to your Google My Business account:

http://searchengineland.com/google-posts-now-live-google-business-users-277710

gmb admin

Allows you to add a simple 300 word post, with a CTA button. Just to be META Craig added a post about how to optimise GMB, as the post on the XEN GMB listing:

gmb posts

Shot 4: HubSpot Sales Feature of the Week

Using filters to find Deals with an Owner who is no longer with the company:

https://blog.hubspot.com/customers/managing-deals-in-your-crm

Tip #1 walks you through creating a filter:

  • Owner Assigned Date IS known
  • Owner is not any of [list of current users]

Shot 5: Opinion of the Week

Should you guarantee success?

Answer: in digital marketing, the answer is probably no.

https://medium.com/@irinatsumarava/behind-the-scenes-of-software-marketing-guarantees-math-and-educated-guess-e3f0f882df0d

Shot 6: Productivity Tip of the Week

Send people reminders about things they’ve said they will do.

Typical scenario: you’re chatting with someone and they mention they’ll send you something when they get back to the office… often they’ll have the best of intentions but completely forget

So, make it easier on them, and send them a reminder email – but tell them you’ll be sending it to them, so they (1) don’t have to remember it (2) won’t get annoyed when they get your reminder email

Here’s a script to use (eg set this up as a Canned Response in Gmail or a template in HubSpot Sales):

Hi [name]

As per our chat today, here’s the reminder email I promised I’d send you – thanks for [enter details about what they said they’d do]

Cheers,

[your name]

Shot 7: Podcast of the Week

A great insight and look into the way we value and move money.  Walter explores Bitcoin and the long evolution of currency with guests Neha Narula, Don Tapscott, Felix Martin and Max Levchin.

https://overcast.fm/+Iip-hioWU

arts14cde714b1f9e9e930ebe7b5ce329000cc51f9fdee93413bb13fa915e8aa242dw840uhttps3A2F2Fmedia.simplecast.com2Fpodcast2Fimage2F27012F1488379817 artwork

Shot 8: Resource of the Week

Dark social is traffic that appears as Direct in Google analytics, but likely comes from social sources eg links in Messenger. SME has an article that attempts to give some insight into it – but is mostly useful in highlighting how hard it is to track:

http://www.socialmediaexaminer.com/how-to-track-dark-social-traffic-in-google-analytics/

But one good tip is about adding in sharing buttons for the usual dark social suspects including social sharing links for Messenger, WhatsApp, etc

An interesting aside in the article: use links to Messenger bot replies eg instead of sending to an FAQ page, send to a Messenger thread with a bot reply that contains the FAQ content. It adds people to your contact list so you can potentially communicate with them again in the future

Shot 9: Quote of the Week

We see our customers as invited guests to a party, and we are the hosts. It’s our job every day to make every important aspect of the customer experience a little bit better.

~ Jeff Bezos

Shot 10: Bonus Links of the Week

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

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

HubSpot discuss the ‘learnings’ from their recent blog email subscription overhaul:

https://blog.hubspot.com/marketing/hubspot-marketing-blog-email-subscription-overhaul

If you’ve been confused about those noreferrer links in WordPress, then this article explains why they were added:

https://blog.templatetoaster.com/rel-noreferrer-noopener-seo/

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 99

1 HubShots Episode 98

Episode 98: All about ranking opportunities, how to take advantage of Google My Business, reporting the things that matter

Welcome to Episode 98 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 we chat about the new HubSpot blog format (it’s a winner!), check out HubSpot’s keyword tool for identifying ranking opportunities, note a cool Google My Business listing tip, try out a Databox hack, discuss proactive dashboards, and check out a tool for working out the best time to send emails to recipients with specific job titles.

Listen to the post here: https://soundcloud.com/hubshots/098-all-about-ranking-opportunities-how-to-take-advantage-of-google-my-business

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

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

Recorded: Wednesday 16 August 2017 | Published: Friday 18 August 2017

Shot 1: Inbound Thought of the Week

The changing HubSpot blog – how HubSpot is adapting in order cover new user experience formats:

https://blog.hubspot.com/marketing/hubspot-blog-redesign

It’s beautiful and feels much more like a publication, than a blog post.

Note: you miss all this goodness if you read via a blog reader.

Shot 2: HubSpot Marketing Feature of the Week

Ranking Opportunities in the Keyword Tool

Great way to find opportunities to get more traffic

Shot 3: Marketing Tip of the Week

Interesting reading from Databox:

https://databox.com/inbound-marketing-not-working

We’ll be chatting this through further in episode 101 – listen out for it, with a special guest!

Nice databox tip:

http://blog.nextinymarketing.com/soapbox-weekly-hacks-how-to-aggregate-multiple-hubspot-reports-with-databox

We’re using this as a Databox embed on the XEN home page:

https://xen.com.au

xen home page

Shot 4: HubSpot Sales Feature of the Week

Google My Business is now adding Appointment URLs to your business listing

http://www.localvisibilitysystem.com/2017/08/11/12-facts-to-know-about-google-my-business-appointment-urls/

So create a separate page on your site, and embed the Meetings request widget from your HubSpot Sales Pro section:

hubspot meetings

eg here’s how we do it at XEN:

https://xen.com.au/contact/book-an-appointment/

Add this to your GMB listing, and then wait up to 3 days for it to be approved, after which it should appear on your listing:

Google My Business appointments

Shot 5: Opinion of the Week

You can’t regulate against a monopoly on user experience.

Exponent episode 120:

http://exponent.fm/episode-120-google-antitrust-and-aggregation-theory/

Unlike historical antitrust scenarios where corporates with infrastructure monopolies could abuse their power, no one can regulate against user experience excellence.

Engagement and stickiness are hard to blog. It’s a key advantage that companies are taking advantage of – one of the reasons that HubSpot is putting so much effort into making the product so fun to use.

Consider Xero – accounting of all things!, and yet a wonderful product to use.

Consider also how you can reduce/remove: anxiety

In Avinash’s latest email newsletter he asks: Why do people love Uber. His opinion: it removes anxiety.

Shot 6: Business Lesson

Proactive Dashboard by Noah Kagan

It is not complicated.  It is going back to basics!

This video shows you how you can proactively control what you have domain over.  Example, you can control the amount of content you produce and publish on your website.

You can control the amount of email marketing you do.  However you cannot control if people click on the links in your email!.

By controlling these inputs (what you have control of) you have an increased ability to improve your business, and reach your goals.

Shot 7: Podcast of the Week

Exponent episode 120:

http://exponent.fm/episode-120-google-antitrust-and-aggregation-theory/

With Ben Thompson ( http://twitter.com/benthompson ) and James Allworth ( http://twitter.com/jamesallworth )

As per our opinion of the week in Shot 5.

Shot 8: Resource of the Week

Cool tool for checking the best time to send emails to a recipient:

https://www.growbots.com/best-time-to-send-email/

growbots time to send

Eg if sending to Marketing Managers, send at 7:45am on Friday mornings – you’ll get the highest open rates then.

Shot 9: Quote of the Week

Waves are free – from Seth Godin

http://sethgodin.typepad.com/seths_blog/2017/08/waves-are-free.html

When someone lets you into the flow of traffic, or holds a door, or takes a second to acknowledge you, it’s possible to smile and offer a wave in response.

This, of course, costs you nothing.

It creates a feeling of connection, which is valuable.

It makes it more likely that people will treat someone else well in the future.

And it might just brighten your day.

The simplest antidote to a tough day is generosity. Waves are free, and smiles are an irresistible bonus.

Shot 10: Bonus Links of the Week

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

Ahrefs discuss the learnings from study 10M structured snippets:

https://ahrefs.com/blog/featured-snippets-study/

Jon Loomer chats through Facebook Messenger ads – as usual, it’s gold:

https://www.jonloomer.com/2017/08/01/facebook-messenger-ads/

Social Media Examiner jumps in with a bunch of Messenger tips:

http://www.socialmediaexaminer.com/facebook-messenger-ads-how-to/

We’ve had trouble finding the original attribution for this, so take it with a grain of salt, but it’s an interesting thought experiment if nothing else:

http://yourotherperspective.com/2017/07/29/lives-will-change-dramatically-20-years-ceo-mercedes/

Tool to investigate:

Keyword Hero gives you insight into your keywords in Google organic, by adding the details back into a Google analytics profile:

https://keyword-hero.com/

Some of Craig’s reading:

https://getpocket.com/@craigbailey

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

HubShots Episode 98

Yet again we're using a stock image that has nothing to do with the show content

Episode 97: Marketers ruin everything – how to be responsible marketers

Welcome to Episode 97 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 post here: https://soundcloud.com/hubshots/097-marketers-ruin-everything-how-to-be-responsible-marketers

In this episode Ian and Craig discuss:

  • the need to be responsible marketers based on Kipp Bodnar’s recent post on how marketers ruin everything.
  • Next up are the cool HubSpot tips including viewing field history, and the new HubSpot Teams setting in Settings.
  • Then the news of P&G slashing their advertising spend and yet increasing sales.
  • They provide a strategic overview of how accounting practices can use Facebook for marketing.
  • There’s a good post from Databox featuring Inbound podcasts, plus a bunch of great resources including the new HubStrap landing page builder.

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

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

Make sure you join our mailing list: https://hubshots.com/notify/

(So we can notify you if the audio feed changes – we may have to move off SoundCloud)

Recorded: Wednesday 02 August 2017 | Published: Sunday 13 August 2017

Shot 1: Inbound Thought of the Week

Flogging a horse to death:

https://blog.hubspot.com/marketing/marketers-this-is-why-we-cant-have-nice-things

“The enemy of remarkable marketing is impatience.

There is so much competition for attention these days that the moment a blue ocean channel or new marketing strategy opens up, marketers flock to make the most of it. At the root of the problem is the channel-based mentality that causes us to obsess over hacks and mechanics more than a great message and engaging experience.

Early adoption is a good thing. It can be the breath of fresh air marketers and consumers alike are looking for. And typically the early days leveraging a new channel or format in your marketing strategy are as pure and innovative as they should be.

But then something happens. We cross the line into a sort of scorched earth marketing mentality where we forget the reason consumers were drawn to that channel to begin with — and we beat the living daylights out of it.  We start to solve for our own goals, instead of our customers’.

New channels emerge in part because we marketers ruin old ones.”

We’ve ruined written content, email, social posting… let’s not ruin Messenger, video, and each new channel as it comes on board.

Summary: Be responsible

Also: listen also to our Shot 5 opinion of the week back in Episode 92 where we chat about being responsible marketers

Shot 2: HubSpot Marketing Feature of the Week

Field change history: eg a contact’s email address: click the See History button:

hubspot contact field history

And you’ll see a history of the contact’s emails used:

hubspot contact field email history

Interesting example, a contact comes back and uses a different email address when filling in a form.

Shot 3: Marketing Tip of the Week

Databox dashboards are getting better and better:

https://databox.com/10-google-analytics-dashboards-helped-550000-people

We love Databox!

Shot 4: HubSpot Sales Feature of the Week

HubSpot Teams – setting up Teams in HubSpot for easy allocation of leads etc

https://blog.hubspot.com/customers/july-2017-hubspot-product-updates

Shot 5: Opinion of the Week

P&G slashed digital marketing, especially ad spend and saw no side effects:

http://adage.com/article/cmo-strategy/p-g-slashe/309936/

Test and measure – if it isn’t working, cut it out. But make sure you are measuring correctly.

Asked whether P&G sees any need to put that money back into digital media in the future, Moeller said, “Clearly we don’t need to be spending money that is seen by a bot and not a person. Clearly we don’t need to be spending money on ads that are placed in inappropriate places, and that’s why you see a significant reduction.”

Shot 6: Creative Top 10 of the Week

Tip for reducing Facebook ad prices – engage with your page. Higher engagement is correlated with reduced click (and CPA) prices. Source: http://www.digitalmarketer.com/facebook-ad-updates-july-2017/

10 creative ideas for: using Facebook to attract visitors for an accounting firm

1. Implementation:

  • Pixel
  • Events tracking

2. Facebook Channels:

  • Page: forget this
  • Groups: engage here
  • Paid: focus here

3. Paid placements:

  • Facebook news feed
  • Instagram
  • Messenger

4. Audiences:

  • Specific interest audiences
  • Retargeting
  • Engagement based

5. Content types:

  • Pain point solutions (eg tax, saving, reductions)
  • Aspirational (eg investing)
  • Seasonal (eg end of year tax deadlines)
  • Upsell (new services)

6. Audience example: Load existing client list as an audience to promote upsell content to

7. Audience example: Create lookalike audiences to promote pain point content

8. Channel example: provide help in Groups, don’t just share your updates.  Share things that engage with people.  Think related content from suppliers (like Xero, MYOB) and clients.

9. Placement example: Take advantage of using Messenger as a placement (available in Australia at the moment) to push seasonal content (eg super deadlines)

10. Content example: Share video (especially live video) to both your Page and Group with tax tips

11. Context example: If sharing video, do it directly to Facebook and make sure there are captions.  You can use a service called Rev (https://www.rev.com/caption)

Shot 7: Podcast of the Week

Thanks to Databox for compiling a list of Inbound Marketing podcasts, and for featuring us (HubShots) and Moby (inbound Buzz):

https://databox.com/ranking-the-worlds-most-popular-inbound-marketing-podcasts

Shot 8: Resource of the Week

Interesting example of formatting an entire blog series:

https://academy.hubspot.com/contacts-a-growth-stack-story

Inbound.org have an iPhone app now:

https://inbound.org/app

HubStrap landing page builder:

http://www.hubstrap.pro/p/hubstrap-introduction

Shot 9: Quote of the Week

“Success is making those who believed in you look brilliant.”

― Dharmesh Shah

Shot 10: Tool of the Week

We have been using this as a different way to communicate using video directly from your Chrome browser.

https://www.useloom.com/

Shot 11: Bonus Links of the Week

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

The Death of Field Sales

https://content.inbound.com/content/the-death-of-field-sales

Some of Craig’s reading:

https://getpocket.com/@craigbailey

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

HubShots Episode 97

HubShots Episode 96

Episode 96: Using HubSpot Search, Deal Stage Funnels and Why You Should be using https!

Welcome to Episode 96 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 Ian and Craig talk about switching to https://, analyse what makes a post go viral and think up some creative ideas to drive traffic to accounting practice site.

Listen to episode 96 here: https://soundcloud.com/hubshots/096-using-search-hubspot-deal-stage-funnels-and-why-you-should-be-using-https

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 04 August 2017

Shot 1: Inbound Thought of the Week

Make sure you’ve switched over to https://

https://www.troyhunt.com/life-is-about-to-get-harder-for-websites-without-https/

Not sure how to do this?  Talk to us!

Shot 2: HubSpot Marketing Feature of the Week

Using the search bar in the header of HubSpot to quickly find contacts, campaigns, content, email companies.

Reports dashboard 1

Shot 3: Marketing Tip of the Week

Analysing what makes a post go viral:

http://buzzsumo.com/blog/went-viral-lessons-promoting-content-influencers-ads-pr/

Cornerstone content + Direct email outreach + paid ads + influencer outreach + other media pickup

Note: they didn’t tag their email!

Shot 4: HubSpot Sales Feature of the Week

New reports available eg the Deal Stage Funnel:

new hubspot reports

Shot 5: Opinion of the Week

HubSpot Matthew Barby FINAL pdf page 68 of 80

This is a shift in how people may believe it works where you try to drive people back to your website.  Hence we see people that live on Facebook for example want to do everything there, like learn about product, start a sales conversation about finance etc.

Shot 6: Creative Top 10 of the Week

10 creative ideas for: Using Paid Channels to drive traffic to your accounting web site

  1. Add Facebook pixel to remarket and build and audience through Facebook
  2. Share all content and updates on Facebook, Instagram, Twitter & LinkedIn
  3. Publish Articles on LinkedIn and promote them
  4. Add Google remarketing code to your website so you have an option to remarket to people who have visited your site
  5. Use your existing client database to find similar audiences in Facebook and Google.
  6. Promote content to your specific audience on Facebook.
  7. Use video to get in front of relevant audiences on YouTube.
  8. Run Google search ads to target prospective customers.
  9. Run Google display ads to get in front of relevant and in-market audiences.
  10. Buy ad space on other relevant sites where your audience would be, like a local business chamber, small business sites etc.

Shot 7: Podcast of the Week

Noah Kagan – The Next Elon Musk — Meet John Arrow

http://okdork.com/future-predictions-john-arrow/

Shot 8: Resource of the Week

Icons, icons and more icons!

https://thenounproject.com/about/

Shot 9: Quote of the Week

“People shop and learn in a whole new way compared to just a few years ago, so marketers need to adapt or risk extinction.”

  • Brian Halligan

Shot 10: Bonus Links of the Week

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

https://moz.com/blog/seo-strategy-when-business-needs-change

https://kaiserthesage.com/outreach-templates/

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 96