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Monthly Archives: December 2017

Farewell 2017

Episode 106: Reflecting on 2017, Rich Results, Ranking for position #0

Welcome to Episode 106 of HubShots!

Our last episode for 2017.

This episode we chat about how inbound is changing, some nice little HubSpot features that have been released, a few HubSpot gotchas, plus a ton of resources to read and reflect on over the holiday break.

Listen to the show here: https://soundcloud.com/hubshots/106-reflecting-on-2017-rich-results-ranking-for-position-0

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 20 Dec 2017 | Published: Sunday 31 Dec 2017

Shot 1: Inbound Thought of the Week

Reflecting on 2017 – what we are thankful for.

  • Marketing is getting even more exciting, so many cool technologies, strategies and tactics to be trying
  • Thankful for clients who are getting smart and more involved. A few years ago most clients didn’t know what ‘responsive’ web sites were, and didn’t use analytics. Now clients are hands on, deep into analytics, Google search console, Facebook advertising etc.
  • Creative top 10 and deliberate practice, we started this in Episode 66 > https://hubshots.com/episode-66/

Things we’re excited to play with more in 2018:

  • Structured snippets
  • Instagram advertising for B2B
  • Log file analysis
  • Messenger bots
  • AI/ML tools for personalising marketing eg better email sending, better content recommendations
  • Twitter as a marketing channel (we’ve neglected it this year)

Shot 2: HubSpot Marketing Feature of the Week

Secondary email on contacts

https://www.hubspot.com/product-updates/marketing/multiple-email-addresses-for-contacts

https://community.hubspot.com/t5/HubSpot-Ideas/Enter-2-email-addresses-for-a-contact/idi-p/1170/page/10#comments

You are now able to add a secondary email on a contact:hubspot secondary email

You can mark one as the Primary.

Note: secondary emails aren’t picked up in smart lists or trigger conditions, and marketing emails will only be sent to the Primary. Secondary won’t be picked up in global search.

Shot 3: HubSpot Gotcha of the Week

Updating First name and Last name on users – only the user can do it.

Even a Super Admin in a Portal can’t change the name of a user.

I can understand why this is the case: HubSpot profiles are used across portals. But the first time user experience is bad if you get their name wrong.

Suggestion: allow a user’s name to be edited by a Super Admin if they are only in a single portal.

Shot 4: Marketing Tip of the Week

Rich Results: http://webmasters.googleblog.com/2017/12/rich-results-tester.html

https://developers.google.com/search/docs/guides/search-gallery

Shot 5: HubSpot Sales Feature of the Week

Custom Meeting & Call Types in Sales Professional

https://www.hubspot.com/product-updates/custom-meeting-call-types-in-sales-professional

Settings 2

Shot 6: Opinion of the Week

Question: Is SEO dying?

Answer: No

https://webmasters.googleblog.com/2017/12/a-revamped-seo-starter-guide_12.html

We are getting more requests from clients this year about SEO than previous years.

https://support.google.com/webmasters/answer/7451184

seo starter guide blogpost

“If you’re thinking about hiring an SEO, the earlier the better. A great time to hire is when you’re considering a site redesign, or planning to launch a new site. That way, you and your SEO can ensure that your site is designed to be search engine-friendly from the bottom up. However, a good SEO can also help improve an existing site.”

Google used to shy away from promoting SEOs, but now they are very clear on when and where the value lies.

Make sure you are hiring an SEO with technical skills, not just sales skills…

Shot 7: Podcast of the Week

How to Turn Blog Posts into a Business — with Vanessa Van Edwards

https://okdork.com/vanessa-van-edwards/

Shot 8: Resource of the Week

HubSpot’s take on position #0

https://research.hubspot.com/reports/blog-traffic-and-snippets

“Traffic to the HubSpot Blog flattened out earlier this year after growing steadily since 2006. Our team dug into the trend and found that the decline was due to two main changes in Google search: the addition of featured snippets on Search Engine Result Pages (SERPs) and the increase in conversational search.”

So, what can be done to combat decreases in traffic due to these changes in search? At HubSpot, we’re trying these three tactics:

  1. Capture the snippet. Optimize existing posts that are currently not capturing the featured snippet and write net new posts with the snippet (and other search features) in mind.
  2. Find the green space. Snippets are not going to stop eating away at traffic, despite best efforts. Even with optimization, we won’t gain back all the traffic we’re losing. So we’ll work to identify gaps in topics so that we can expand and create clusters around new topic areas.
  3. Go for the longer long tail. Instead of optimizing one comprehensive post for a bunch of smaller long tail keywords, we’ll start writing shorter, more specific posts for all the precise variants a keyword might have. These are the “cluster” posts that are essential to catapulting one “pillar” piece of content to that coveted #1 position for the most competitive terms – and capturing all that longtail traffic simultaneously.

Shot 9: Quote of the Week

People may hear your words, but they feel your attitude.

  • John C. Maxwell

google christmas banner

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Shot 10: Bonus Links of the Week

Product updates we like but didn’t get a chance to discuss:

https://www.hubspot.com/product-updates/coming-11/13-a-new-way-of-associating-activities-with-deals

Other stuff we’ve been reading and recommend, but didn’t have time to cover in the show:

https://searchengineland.com/google-officially-increases-length-snippets-search-results-287596

http://www.seobook.com/up-up-down-down-left-right-left-right-b-a

Focus first on audience information needs

http://contentmarketinginstitute.com/2017/11/research-australia-content-marketers/

Fewer marketers are creating content for their audience versus for their brand. Fifty-eight percent of Australian content marketers surveyed always or frequently focus on creating content for their audience over their brands compared with 72% last year  – a 19% year-over-year decrease.

Our take: How can you build an engaged audience if you’re not addressing its wants and needs? Focusing on your company (its products, services, people) rather than providing your audience with valuable information gives people few reasons to care or even stick around.

Is SEO Opportunity Growing or Shrinking?

https://moz.com/rand/seo-opportunity-growing-shrinking/

“The big story is search is still huge in the US, and still growing at a fast clip. So far, I’m not feeling particularly nervous about SEO opportunity.”

“My conclusion from this — we’re living in a world with slightly less SEO opportunity and a trendline over the last couple years that worries and frustrates me. Granted, there’s still incredibly more traffic opportunity in Google’s organic results than A) anywhere else on the web B) there was at anytime from 1997-2015 C) there is in AdWords/PPC by a factor of 20X! and D) we can see here because this data is only for the US, and Google’s still growing at a much more rapid pace in many other parts of the world. But, I plan to keep a careful eye on this.”

Tool to investigate:

https://haveibeenpwned.com/DomainSearch

Use it to check if email addresses in your domain have been breached.

Some of Craig’s reading:

https://getpocket.com/@craigbailey

Please rate and leave us some feedback as this helps us improve and reach more marketers.

HubShots Episode 106

HubSpot Gotchas

Episode 105: HubSpot Gotchas and Holiday Reading

Welcome to Episode 105 of HubShots!

This episode we chat about how inbound is changing, some nice little HubSpot features that have been released, a few HubSpot gotchas, plus a ton of resources to read and reflect on over the holiday break.

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/105-hubspot-gotchas-and-holiday-reading

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

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

Recorded: Thursday 14 Dec 2017 | Published: Friday 22 Dec 2017

Shot 1: Inbound Thought of the Week

Inbound is dying….

http://www.agencies2inbound.com/blog/the-death-of-the-inbound-marketing-agency

Mike’s post is referring to this article:

https://blog.hubspot.com/marketing/what-is-demand-generation-faqs-ht

Early, Missed and the Future

Reflecting on what we foresaw, what we missed, and what we should be pushing now.

We jumped on Facebook ads early.

We were late with chatbots and chat tools.

Now pushing hard into Instagram for B2B.

Also, SEO is making a comeback 🙂 Log file analysis is Craig’s next focus.

The Value of the Timeline

How viewing interactions in the timeline can direct your focus.

The HubSpot Ads add-on adds enormous insight into the timeline.

Shot 2: HubSpot Marketing Feature of the Week

Content Strategy Tool

Revisiting the Content Strategy tool (a follow up to Craig’s comments in episode 103) – which really should be renamed to the Topic Cluster tool.

Thanks to Varun for opening my eyes to how to properly use this tool.

Quick takeaways: this is a fantastic way to get everyone understanding the terms that are relevant. Compare the user experience with the typical sending around of spreadsheets etc.

Further reading: https://blog.hubspot.com/customers/content-strategy-framework

New Form Tool Design

https://www.hubspot.com/product-updates/new-forms-editor

hubspot new forms 1

Love the help option: Learn More

Eg it shows help in the tool:

hubspots new form help 1

Shot 3: HubSpot Gotchas of the Week

Collected Form submits are empty

If you use Collected Forms and find that some form submits aren’t getting recorded properly.

Summary: the person is probably using an ad blocker which is blocking the HubSpot script from firing.

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

Multiple Email Address fields

Collected forms can add new fields into the database, often with identical names to existing fields eg Email, First Name, etc.

Craig created some smart lists based on Email field, but was getting empty results. Turned out to be due to using the wrong Email field.

Shot 4: Marketing Tip of the Week

Making full use of your About page:

http://getuplift.co/optimize-about-us-page/

Make it about the Customer, chat to them, tell a story and show it.

Workflows

A great actionable blog post from the HubSpot marketing team. If you can take 1 of these scenarios a week and implement them we believe your business will be in a very different place.

https://blog.hubspot.com/customers/marketing/16-automated-lead-nurturing-scenarios

Shot 5: HubSpot Sales Feature of the Week

HubSpot Documents

https://knowledge.hubspot.com/getting-started-with-hubspot-sales/an-overview-of-documents

We use it to send estimates, design concepts etc and even share ebooks/checklists that are of importance.

Best feature is the tracking of it and understanding what is resonating with people.

Shot 6: Opinion of the Week

Maker versus Manager

https://www.farnamstreetblog.com/2017/12/maker-vs-manager/

“A manager’s day is, as a rule, sliced up into tiny slots, each with a specific purpose decided in advance. Many of those slots are used for meetings, calls, or emails. The manager’s schedule may be planned for them by a secretary or assistant.”

“A maker’s schedule is different. It is made up of long blocks of time reserved for focusing on particular tasks, or the entire day might be devoted to one activity. Breaking their day up into slots of a few minutes each would be the equivalent of doing nothing.”

Take some time out over the holiday break to work out how much of each you want to be. And compare it to where you are currently.

Shot 7: Podcast of the Week

The final This Old Marketing

https://itunes.apple.com/au/podcast/pnr-this-old-marketing-content-marketing-joe-pulizzi/id760760485?mt=2

Craig has the sadz. 🙁

And this comes hot on the heels of Joe finishing up his Content Inc podcast.

Shot 8: Resource of the Week

https://www.hobo-web.co.uk/how-to-do-keyword-research/

https://backlinko.com/seo-this-year

Shot 9: Quote of the Week

Christmas is a season not only of rejoicing but of reflection.

~ Winston Churchill

Shot 10: Bonus Links of the Week

Other stuff we’ve been reading and recommend, but didn’t have time to cover in the show:

https://monkeylearn.com/blog/machine-learning-on-the-customer-journey/

https://databox.com/popular-seo-tools-most-valuable-features

https://www.semrush.com/blog/large-scale-study-how-to-rank-for-featured-snippets-in-2018/

https://www.slideshare.net/socialogilvy/key-digital-trends-for-2018-83920269

http://chiefmartec.com/2017/12/amazon-google-take-lead-key-martech-categories/

https://www.jonloomer.com/2017/12/13/facebook-analytics-funnels/

https://www.thinkwithgoogle.com/feature/mobile-search-behavior/#/

https://www.jonloomer.com/2017/12/02/facebook-analytics-pixel-events/

https://www.hull.io/blog/segmentation-strategy/

http://behindthequest.com/instagram-created-a-monster/

For the lolz – worth reading again:

https://digiday.com/marketing/enter-nihilist-tagline-writer/

Tool to investigate:

https://sitebulb.com/product/

https://www.usefomo.com/

Nice HubSpot marketplace template pack:

https://marketplace.hubspot.com/products/palmspire/growth-series-pack

Some of Craig’s reading:

https://getpocket.com/@craigbailey

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

HubShots 105

What on earth does this have to do with anything mentioned in the podcast?

Episode 104: Lead Ads in HubSpot, Mary Meeker’s Trend Report Revisited, Custom Owner Property in HubSpot

Welcome to Episode 104 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: Tuesday 12 September 2017 | Published: Friday 15 December 2017

Listen to the episode here: https://soundcloud.com/hubshots/104-lead-ads-in-hubspot-mary-meekers-trend-report-revisited-custom-owner-property-in-hubspot

Shot 1: Inbound Thought of the Week

Being Remarkable

Getting serious about being remarkable

http://sethgodin.typepad.com/seths_blog/2017/09/getting-serious-about-remarkable.html

What we want to highlight here is that inbound is about being remarkable. This story clearly demonstrates that if we think about how we can do better for those we serve then we too will excel as a business.

Shot 2: HubSpot Marketing Feature of the Week

Lead Ads for HubSpot

https://blog.hubspot.com/customers/lead-ads-for-hubspot

A little gotcha.  You need to connect your Facebook Ads account in Settings > Marketing > Ads and add your Facebook pixel.   If you don’t you will get a blank screen that spins with no ad creation!

Lead Ads are Facebook ads show that form, prefilled with the person’s Facebook data, so that it is easier to submit (ie don’t have to fill anything in).

Craig’s comment: Interesting that HubSpot is adding this kind of functionality, because for anyone who has been working with Lead Ads, they will find it much easier to prepare in Facebook natively.

Some, there must have been some research that showed that most HubSpot users haven’t used them before, and thus highlighting it as a HubSpot item might be useful.

Also: anecdotal experience using Lead Ads – they were much more successful when they first launched, more recently people seem more wary of filling them out.

Facebook Messenger is much more successful lately in terms of response.

Shot 3: Marketing Tip of the Week

Mary Meeker’s Trend Report distilled:

https://startupsventurecapital.com/i-read-meekers-355-slide-internet-trends-report-so-you-don-t-have-to-af3cb571094a

Some points to note:

  • Consumers today expect three things; convenience, simplicity, and a solid experience.
  • In the ad world conversion is what matters and context (not content) is king! Double down on investments in mobile digital advertising (and kill any investments in print), but ensure that you have the right ad at the right place and right time. This requires complex multi-variable context. Think user location + route + time of day + personal preferences.
  • Voice search is slowly replacing typing; 20% of mobile queries are made through voice and almost 70% of Google Assistant requests are conversational interactions.

Shot 4: HubSpot Sales Feature of the Week

Custom Owner Properties in Contact fields eg:

hubspot custom field

This is really, really cool!

Note: not available in Forms. I thought this might be great for using in internal forms eg sometimes we add forms to a hidden page that staff can fill out. You could use it as a field to nominate staff member of the week etc. But sadly this isn’t possible.

Shot 5: Opinion of the Week

The importance of understanding conversion sources.

A client spends a fortune on a social media guru, and they love his ideas.

But when you analyse the results – the traffic and leads are coming from organic and AdWords.

Be mindful of getting caught up in the latest shiny object tactics!

Reports dashboard 1 1

Shot 6: Podcast of the Week

Matt Barby on GrowthEverywhere podcast with Eric Sui:

https://growtheverywhere.com/growth-everywhere-interview/matthew-barby-hubspot/

HubSpot User Groups:

https://academy.hubspot.com/hubspot-user-groups/find-a-hug

Shot 7: Resource of the Week

How To fix a Toilet:

http://how-to-fix-a-toilet.com/

Trust us – just go and check it out.

Shot 8: Quote of the Week

“Social media has given us this idea that we should all have a posse of friends when in reality, if we have one or two really good friends, we are lucky. “

  • Brene Brown

How many close friends do you really have?

Shot 9: Bonus Links of the Week

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

http://blog.madisonlogic.com/what-you-should-know-about-account-based-nurturing/

https://www.hotjar.com/grow-your-saas-startup/

https://copyhackers.com/2017/08/saas-onboarding-email/

Tool to investigate:

http://www.belch.io/

Some of Craig’s reading:

https://getpocket.com/@craigbailey

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

HubShots Episode 104

Shopping habits

Episode 103: Ecommerce benchmarks, HubSpot Content Topics Cluster Tool, HubSpot CRM Saved Filters, Link Building Still a Priority

Welcome to Episode 103 of HubShots!

Note: this is another episode we recorded back before Inbound.

Listen here: https://soundcloud.com/hubshots/103-ecommerce-benchmarks-hubspot-content-topics-cluster-tool

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: Tuesday 12 September 2017 | Published: Friday 08 December 2017

Shot 1: Inbound Thought of the Week

E-commerce benchmarks in 2017:

https://moz.com/blog/ecommerce-benchmark-kpi-study-2017

Finding #4. Mobile earns more share, yet desktop still delivers the dollars.

59b063d95ec829.24020169

  • 2017 is the first year mobile claimed more sessions (52%) than desktop (36%) and tablet (12%) combined.
  • Desktop generates 61% of all online revenue, with users 164% more likely to convert than those browsing on mobile.
  • Plus, when desktop users convert, they spend an average of 20% more per order than mobile shoppers.

Item #7. Sticky websites sell more (0.6).

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  • The strongest correlation in the study was between time spent on a website and conversion rate (0.6 correlation).
  • By increasing time on site by 16%, conversion rates ramp up 10%. Pages per session also correlated solidly with revenue growth (0.25).

(You can download the full report from the Wolfgang Digital website: https://www.wolfgangdigital.com/blog/e-commerce-kpi-benchmarks-study-2017/ )

Shot 2: HubSpot Marketing Feature of the Week

Content Strategy

https://www.hubspot.com/products/marketing/content-strategy

New tool from HubSpot now available in all portals – helps you to group keyword topics into clusters:

hubspot content strategy tool

Crawls through your HubSpot content items (landing pages, web pages and HubSpot blogs) but not external items eg WordPress blogs (even though they are checked in the Page Performance report), so that’s something to be aware of.

You can attach external content items, to see the effect they are having (eg as seen in the screenshot above).

Shot 3: Marketing Tip of the Week

How to find low quality pages and what to do with them:

https://moz.com/blog/low-quality-pages

We all know Google likes:

  • Unique content
  • That loads fast
  • Is linked to from other sites and pages
  • And answers the searcher’s question

But how should work out which pages on our site are low quality.

Criteria to use for finding high/low quality pages:

  • Pages per visit after landing
  • Social shares
  • How many unique results in a Google search based on your URL

Low quality pages will have:

  • Low pages/visit after landing
  • Low share counts
  • Many similar results on your site

Consider grouping all your pages into ‘buckets’ – high, medium and low quality pages.

Improve the high and medium quality, consider redirecting low quality to a better version of it on your site.

Shot 4: HubSpot Sales Feature of the Week

Views updates:

https://www.hubspot.com/product-updates/a-slew-of-new-filtering-features-in-hubspot-

Views are now called Saved Filters, and are much easier to use – here’s an example of saved filters in my portal:

hubspot saved filters list

Plus you can mark some Saved Filters as favourites (in the left hand side)

You can also use Saved Filters as a jumping point into a report.

Now HubSpot Marketing portals will have access to saved filter functionality just like you did in Sales.

When Should I use a Saved Filter versus a Smart List?

Using Saved Filters versus Using Lists:

  • Saved Filters are great for quick checking and editing
  • Lists are great for triggering Workflows, setting recipients in Emails, choosing smart content

Shot 5: Opinion of the Week

Empathetic listening

The story goes that a bloke was walking on the side of a river. He saw a guy on the other side of the river and shouted to him: ‘How do you get to the other side of the river?’

The guy shouted back: ‘You’re already there’

As marketers our job is to get into the mindset, emotions, pain points and solution requirements that our audience needs and wants.

Too many sales people STILL launch into sales presentations based entirely on their own perspective.

Take a step back to observe the world through your customer’s eyes.

Shot 6: Podcast of the Week

Content Inc’s final podcast: episode 200:

http://contentmarketinginstitute.com/content-inc-podcast/

Joe Pulizzi’s final episode of his wonderful 5 minute podcast.

He reflects on the reason why he originally started the podcast – it was to promote his book of the sam title – and how it has run its course and is now time to leave it.

BTW over on This Old Marketing – the podcast he co-hosts with Robert Rose, they’ve just had their 200th episode as well – but are also coming to an end in the new year.

Shot 7: Resource of the Week

The amazing Shaun Anderson has done it again – his Link Building guide updated for 2017:

https://www.hobo-web.co.uk/link-building-strategy-for-beginners-a-month-of-free-tips/#how-to-get-local-links

Take a look at this post as an example of epic content.

One clever thing he’s done is have anchors for each of the sections, and then he shares the anchors on social with tailored messaging.

Eg we’ve included the anchor through to his section on getting local links

Speaking of link building – here’s Moz’s article on how to get your first 50 links:

https://moz.com/blog/link-building-tactics-to-acquire-50-links

Shot 8: Quote of the Week

“Don’t build links. Build relationships.”

– Rand Fishkin, Founder of SEOmoz

Shot 9: Bonus Links of the Week

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

https://www.kaushik.net/avinash/artificial-intelligence-opportunity-camel-to-cars-moment/

Tool to investigate:

http://www.belch.io/

Some of Craig’s reading:

https://getpocket.com/@craigbailey

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

HubShots Episode 103